An inspiring legacy campaign from a Dutch funeral insurance company
Howard Lake | 20 October 2014 | Blogs
Why wait until it’s too late? That’s the message of this campaign from 2012 created by Dutch funeral insurance company Dela, with some help from Ogilvy & Mather Amsterdam.
Viewing it as a fundraiser, it struck me that this would function as a powerful legacy fundraising campaign. Legacies are all about life, the future, and having a positive effect after you’ve gone. In addition, this campaign says “take action now – don’t delay”.
The company encouraged people to take the opportunity to tell loved ones what they meant to them, now, before they found that it was too late. The campaign featured video testimonies from members of the public, thanking their parents, their sons and daughters.
It invited people to share their love online, via almost blank full page adverts in the newspaper, and at major public events like a football match.
The company did well out of it in terms of brand recognition and increased income.
But it also had a demonstrable impact on many individuals and families.
[youtube height=”450″ width=”800″]https://www.youtube.com/watch?v=bBfM2cMKsSg[/youtube]
Does this inspire you? Can you see this being emulated by a charity, or perhaps a sector-wide campaign?
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.