Guide Dogs elicits supporters’ opinions on legacy marketing messages
Howard Lake | 31 July 2007 | News
The Guide Dogs for the Blind Association is canvassing supporters to seek their views on legacy fundraising whilst prompting them to either leave a legacy themselves or confirm whether they have already included the charity in their Will.
Guide Dogs’ direct marketing agency TDA recently carried out research that suggested many people who regularly give to charities don’t plan to remember any in their Will and are disenfranchised by traditional legacy messages. This campaign, developed by TDA, aims to harness the views of some of the charity’s loyal supporters to enhance the development of a strategic legacy programme.
Tailored communications will be sent to warm contacts who have previously indicated that they have left money to Guide Dogs in their Will and those who haven’t. A survey-based response device will seek their opinions on a range of legacy messages related to the charity to indicate which are most persuasive. People who have already decided to leave a legacy will be asked what prompted them to do so and where location fits, supporters will also be invited to an event where they can find out more about what legacies mean to the charity.
more: www.guidedogs.org.uk
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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.