Will it Work 2013 analyses legacy fundraising adverts
Howard Lake | 21 August 2013 | News
How do other charities try to attract legacies? Marketing and communications consultant Andrew Papworth has analysed 40 charity adverts that attempt to do this and has published his report in Will it Work?
The fifth annual Will it Work? looking at 40 charity adverts, most of them newspaper or magazine adverts, but also include a loose insert and some mailshots, which appeared in 2012/13.
The 80-page report features charts and tables and colour reproductions of the items examined. It tracks the changes in legacy promotion since 2008 covering such matters as the strategies adopted, response methods, the tone of voice adopted, the use of offers and incentives, the collection of data for building a database, data protection and opt-outs.
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The report also includes a detailed review of legacy giving and fundraising to set the context. Sources quoted include:
- Legacy Foresight
- NCVO
- Eleni Karagiannaki’s Recent Trends in the Size and Distribution of Inherited Wealth
- the ONS’s Wealth & Assets Report
- Standard Life’s Wills & Trusts Reports
- the Joseph Rowntree Trust’s Attitudes to Inheritance in Britain
- the National Consumer Council’s Finding the will report
- nfpSynergy’s Charity Monitor
Papworth also covers the demographic and social changes which can be expected to influence the volume and value of legacies in the years to come, based data from the ONS, the Office of Population and Census Studies, the Government Actuary Department, and other sources such as Legal & General's report 'Big Dreams, Limited Means – From Stable Security to Fragile Wealth'.
Will it Work? 2013 costs £75 including post and packaging.
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.