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New study of charity legacy advertising published

New study of charity legacy advertising published

A report analysing charities’ legacy marketing will be published next week featuring reviews and analysis of available data about the volume, value and types of charitable , including trends since before the recession.

Will it Work? 2012, the fourth in an annual series, will be published in the May edition of fundraising consultant Andrew Papworth’s monthly newsletter, Harvest. It consists of over 70 pages of analysis and comment, with tables, graphs and charts showing trends over time. It also features reproductions of recent legacy adverts, loose inserts and mailshots.

In discussing the obstacles facing legacy marketers and the future prospects of the legacy market, Papworth includes some “radical solutions”.

He said: “Whether you agree with my findings or not, I’m pretty confident they will give you food for thought. The key problem they highlight is that the sector has failed over several decades to do anything like enough to encourage the writing of more charitable Wills.

“At the same time social, economic, political and demographic pressures are going to mean that more charities will be chasing fewer and less valuable legacies.”

Will it Work? 2012 costs £75 including postage and packing.

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Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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