Remember a Charity advert campaign achieves "record awareness"
Howard Lake | 17 May 2006 | News
Remember a Charity, the consortium of 140 charities that works to increase legacy income to UK charities, says that its recent TV and press advert campaign has achieved “record awareness of charitable legacies amongst potential donors.”
A survey by MORI Topline commissioned by Remember A Charity found that familiarity with the campaign’s key phrase “Everyone can leave the world a better place” amongst adults aged 45+ has risen from 38% to a record 49% from March to April 2006.
In addition, the number of adults surveyed who said that they would be either ‘very’ or ‘fairly’ likely to consider leaving a gift in their will to charity has increased from 22% to 26% during the same period.
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The campaign, created by Target Direct., including an interactive TV commercial fronted by Michael Buerk, which was broadcast in March. The campaign include an in-house PR drive.
The total cost of the TV commercial was £205,000 and the press ad campaign £77,470.
Since its launch in September 2002 the campaign has achieved a steady rise in awareness among UK adults aged over 45 from below 20% to 49% in April 2006.
Lindsay Boswell, Chief Executive at the Institute of Fundraising, said: “Thanks to each and every charity within the consortium, Remember A Charity has succeeded in building a high profile advertising campaign and raising legacy awareness. Every 1% rise in the percentage of people leaving legacies to a charity brings a further £100m income per year into the sector.”
The respondents to the MORI survey were questioned in approximately 200 locations throughout Great Britain. Research before (2-7 March 2006) and after (30 March-3 April 2006) the campaign activity has been compared.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.