# TDA and charities explore new legacy approaches

- Link: https://fundraising.co.uk/2008/06/06/tda-and-charities-explore-new-legacy-approaches/
- Published: 2008-06-06T10:39:48+01:00
- Author: Howard Lake

**Direct-to-digital marketing agency TDA is working with five leading UK charities
on research into new ways to persuade supporters to leave legacies.**

The initiative follows research carried out in 2007 which revealed many of the challenges
that need to be overcome to persuade even loyal donors to become legacy givers.

Charities involved in the research are Barnardo’s, The Guide Dogs for the Blind 
Association, The National Trust, Save the Children and World Vision.

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David Burrows, Head of Fundraising at TDA, said: “To persuade more people to leave
legacies we need to understand their concerns and expectations. This may require
charities to do more to show people what’s in it for them and the families they 
will leave behind.

“As well as quantitative research we will be exploring potential legacy messages
qualitatively. This will help to show whether different generations respond in different
ways, or whether supporters of animal charities respond differently to those who
support children’s or overseas charities,” says Burrows.

Alasdair Akass, Legacy Development Manager at the National Trust, said: “One of 
the areas we’re keen to understand better is how we should speak to legacy prospects–
what tone of voice should we use and how do we cover family issues. The beauty of
the TDA research consortium is its size, each charity has had the opportunity to
influence the direction of the research.”

www.tdaltd.com

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