This week is Remember A Charity Week, a time to remind people of the impact of leaving a legacy in their will.
The most recent figures from Smee & Ford show that currently, 15% of wills at probate include a charitable gift, contributing £4 billion annually to good causes.
But what if more people chose to leave a legacy? Remember A Charity estimates that if the number of wills containing a charitable gift were to rise from 15% to 20%, it could unlock an additional £1.3 billion per year for charities. That’s a life-changing increase for countless organisations working to make a difference.
Legacy giving is a sensitive subject, but it’s one that fundraisers need to address in a thoughtful, engaging way.
This is where direct mail becomes an invaluable tool. Direct mail offers a unique channel for organisations to promote legacy giving, as its engagement levels allow for a more personal and reflective conversation with supporters. It lands directly in the hands of potential donors, providing the time and space to consider a decision as important as leaving a legacy.
The latest statistics from JICMAIL Q2 2024 highlight how direct mail continues to be an effective channel:
- Mail volumes are on the rise: There was a 12% increase in direct mail volumes, showing that organisations are investing more in this trusted medium
- Higher interaction rates: 77% of direct mail is opened and read, demonstrating its potential to engage recipients in a way that digital channels struggle to achieve
- High attention rate: The typical direct mail piece holds attention for 132 seconds, a strong indicator that people are actively engaging with their mail
- Longevity of message: Direct mail stays in the home for an average of 7.3 days, giving people time to reflect on the message and make a considered decision
- Increased response rates: Response rates to direct mail campaigns have stand at 5%, suggesting that it is effective way for charities to prompt an action or donation
For organisations looking to grow their legacy income, direct mail offers a proven and highly effective route to inspire supporters to leave a lasting gift. With volumes and effectiveness on the rise, now is the perfect time to invest in a channel that connects deeply with people on matters close to the heart, such as legacy giving.
This Remember A Charity Week, let’s consider how we can continue to unlock the potential of legacy giving, making it easier for people to leave a legacy that lasts for generations to come. Get in touch with our expert team for more information or advice!
