Michelle Taylor at Whitewater has commented on this change too. In NSPCC and Whitewater say no to legacy pledging she writes that the NSPCC will measure success "by the number and quality of legacy conversations across all media – both face to face and direct marketing". Furthermore, "future DM strategy will be developed with this new approach in place".
Whitewater worked on research for the NSPCC that helped inform this decision as part of a review of legacy strategy based on donor insights.
Get free daily or weekly email updates from UK Fundraising