This campaign has now closed
We want to do something that no one charity can do alone – grow the legacy sector. Currently only 7% of people leave a gift to charity in their will, but this is worth £1.9billion annually (about the size of 25 Red Nose days). By growing by 4%, we could raise an additional £1billion for charites.
Categories
Beneficiaries
Situation
Research has shown that 35% would be willing to leave a gift to charity in their will, but currently only 7% actually do. We are trying to bridge this gap. We are working through a variety of channels to influence solicitors, willwriters and the public, but to back this up we need to fund TV advertising to provide high level impact. Our current TV adverts have been very popular and our research has shown a good level of awareness, but we now need to build on this.
Solution
Our current TV adverts have been very popular and have been shown that more people now understand that you can look after everything that is important to you – family, friends and charities. We now need to build on this success and take the campaign to the next stage. To do this we are looking to develop a new advert and will launch this in conjunction with our 2012 Remember A Charity Awareness Week.