# Will it Work 2013 analyses legacy fundraising adverts

- Link: https://fundraising.co.uk/2013/08/21/will-it-work-2013-analyses-legacy-fundraising-adverts/
- Published: 2013-08-21T09:00:02+01:00
- Author: Howard Lake

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.

## Advertisement

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](https://fundraising.co.uk/2013/08/21/will-it-work-2013-analyses-legacy-fundraising-adverts/an************@********et.com)
costs £75 including post and packaging.

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