THE RAF BENEVOLENT FUND: HONOUR THE PAST. PROTECT THE FUTURE
Honour the past. Protect the future is a campaign bringing to life the pride and gratitude we feel towards those who serve in order to motivate legacy giving to the RAF Benevolent Fund.
Engaging a wider audience
Like many charities, The RAF Benevolent Fund relies heavily on legacies to support its services. In fact, gifts in Wills make up more than 70% of their income. To sustain such a crucial source of income, they needed to engage a much wider audience than the core RAF ‘family’ of £1.5m current and former service people and their families – also reaching out to those not directly connected to the RAF but who feel a connection with the values of the RAF.
A legacy campaign that will live on
The DRTV film uses animation to move the audience and, in order to ensure the longevity of the campaign, does not rely on specific case studies. In addition, we also created a suite of supporting materials including a legacy information booklet, digital assets and DM packs.
The campaign has continued to surpass targets generating 1500 + leads and achieving an excellent CPA of £139.