We want to do something that no one charity can do alone – grow the legacy sector. Currently only 7% of people leave a gift to charity in their will, but this is worth £1.9billion annually (about the size of 25 Red Nose days). By growing by 4%, we could raise an additional £1billion for charites.
January 2012 - June 2013
Remember A Charity
Research has shown that 35% would be willing to leave a gift to charity in their will, but currently only 7% actually do. We are trying to bridge this gap. We are working through a variety of channels to influence solicitors, willwriters and the public, but to back this up we need to fund TV advertising to provide high level impact. Our current TV adverts have been very popular and our research has shown a good level of awareness, but we now need to build on this.
Our current TV adverts have been very popular and have been shown that more people now understand that you can look after everything that is important to you – family, friends and charities. We now need to build on this success and take the campaign to the next stage. To do this we are looking to develop a new advert and will launch this in conjunction with our 2012 Remember A Charity Awareness Week.
To make giving to charity in your will the norm
Activities» Develop a TV advert to be shown during appropriate programmes
» Magnify the effect of the TV advert by broadcasting online through Remember A Charity and its members
We will measure the impact of the advert through tracking, where we will evaluate public attitudes using a social marketing model.
In the long term, our aim is to increase the money raised through legacies by the whole sector and this advert will be a key part of making this happen. This will be demonstrated by an increase in the sector income (currently £1.9billion), as well as the percentage of people who leave a legacy (currently 7%). In the shorter term this will be demonstrated by increasing the number of people in the ‘action’ and ‘preparation’ stages of change.
There is a risk that the advert that is developed does not resonate with the public and influence their behaviour. To mitigate against this we will conduct some initial consumer testing to ensure that the advert is well received and will fully back this up during the campaign with market research. We will also be using the same advertising agency that did our previous campaign, where our radio advert was voted popular advert on Classic FM.
Donors will be informed of progress when milestones are reached (e.g. the starting of filming or consumer testing). This can be done by email, phone or letter as preferred. Donors can also view progress at any time and will be invited to significant events such as coming to view filming.
Budget - Project Cost: £500,000Loading graph....
Amount Heading Description £125,000 Ad development Designing and filming the advert £375,000 Ad spend Buying the advertising space on TV
The advert will be UK-specific and will be shown in all areas of Great Britain.
The whole charity sector will benefit from this project, as the advert will not be for a specific cause area. The idea is to grow the sector as a whole, so that all charities in the UK can benefit.
Remember A Charity is consortium of over 140 charities and were created with the aim to grow the whole legacy sector. We are the largest consortium of this kind and one of the most influential consortiums in the sector. We have considerable expertise in the area of legacies and have previously conducted research to ensure that our messages resonate with the public and can change behaviour.
Read more about the Charity running this project.
Stephen is Chair of Remember A Charity and has been consistently voted one of the most influential people in the third sector.
Rob is Director of Remember A Charity and has more than 15 years PR, marketing and campaigning experience.