PDSA appoints TDA for legacy project
Howard Lake | 1 April 2011 | News
Veterinary charity PDSA has appointed engagement marketing agency TDA to run a legacy project for it to increase the number of supporters who leave a gift to the charity in their will.
Starting fom 8 April TDA will invite existing PDSA supporters to review four potential advertisements relating to will-making and legacies, and to choose which one they think is the strongest. This will guide PDSA in choosing which creative approach to use with supporters in the future when promoting legacies.
Feedback will be given through a simple response survey, giving tick box options. At the same time, supporters “will be asked implicitly” if legacy gifts and will-making are subjects which might be of interest to them and given the opportunity to request further information.
This new approach will be tested against the charity’s existing and more traditional creative, which focuses on how legacy gifts can help to minimise Inheritance Tax.
Tina Norton-Tuck, Head of Legacies and Major Gifts at PDSA, said: “Whilst the theme of minimising Inheritance Tax has worked well for us in the past, we want to test new ways of engaging our audience and making them feel that they can really play a personal part in helping us to reach out to more sick and injured pets.”
www.pdsa.org.uk
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.