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Legacy advertising

Posted on 21 April 2008 at 3:13 pm
  • This topic has 4 replies, 4 voices, and was last updated 12 years ago by Anonymous.
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  • Anonymous
    21 April 2008 at 3:13 pm #3113

    We currently advertise in The Law Society Gazette and Charity Choice publications. Can anyone suggest any other good publications to advertise for legacies? Thanks Sarah.

    21 April 2008 at 5:56 pm #10451

    Hi, Sarah

    You don’t say who you’re working for.

    I’ve always thought it strange that we are encouraged to lose our Legacy advertising in a sea of similar adverts from other deserving causes – makes it very difficult to stand out from the crowd!

    When I had a legacy campaign to run, such publications brought in a whole 0 responses; the successful ads were either in our own regular letters and publications to supporters or in publications aimed at our constituency – a church, in that case.

    And I’ve always struggled with the idea that the main legacy market is among people who have no prior connection with the charity – the key market, it seems to me, is people who are aware, and probably engaged with, your charity.

    Current Legacy specialists are more than welcome to jump in with evidence that I’m out of date!



    Gerry Beldon FInstF
    Director, 26-01 CIC

    24 April 2008 at 1:18 pm #10457

    Tribute to Charities magazine is the only national legacy fundraising magazine, ideal for those Charities wishing to increase awareness and legacies. It is a fundraising magazine, not a charity reference guide. They also include free pr on charity fundraising events.You can contact them on 0845 006 0728

    29 April 2008 at 5:41 pm #10468

    Hello Sarah,

    I agree with Gerry’s comments. Why waste money when you only really need to have one entry per year in the Law Society’s Gazzette? That one entry should only be the minimal text entry with your logo in monochrome.

    The only people who use these books are solicitors looking up your charity’s details to make sure they have the right name, address and registration number.

    People who go to make a Will generally know before they go who they want to include. Solicitors are more likely to suggest local charities if people aren’t prepared, as the people are more likely to know them.

    The cost of entries in all these directories is a waste of resources that could be better targeted at the people you need to be getting your message across to.

    Hope that help?



    Graham Richards – Freelance Fundraiser

    Specialising in Legacy Marketing and Donor Development for small, medium and local charities.

    Remember: Small is Bountiful!

    13 May 2008 at 8:36 am #10485

    Would the same rationale apply to advertising online via, for example, Charity Choice’s website? Lots of charities seem to advertise on this directories website, but is an entry worth the budget? I’m certainly not convinced.

    Does anyone have any experience of this either way?

    Many thanks,


    Gale Gould
    Macular Disease Society
    ‘Building confidence and independence for those with central vision impairment’.

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