Leaving a lasting memory to increase legacy giving
Like many charities, Age UK derives a large proportion of much needed income from Gifts in Wills. Maintaining a large funnel of prospects is clearly a priority.
Whilst this campaign needed to reflect the brand’s ongoing advertising message that ‘No one should have no one’, our role was to translate this thought into a legacy-specific execution.
Through the ‘Leave a World Less Lonely’ campaign, we gave prospects the opportunity to shape the kind of world they wanted to leave behind. For our (predominantly older) audience the message resonated strongly, and gave them a positive action they could take to help improve things in the future.
The integrated campaign used a highly emotional TV execution to create the cut-through and memorability essential for increasing propensity to leave a legacy. At the same time, promotional material in Age UK shops along with a targeted digital campaign offered a free guide to will-writing, to drive immediate response.