Direct mail has long been a trusted and effective channel for inspiring legacy giving. Research shows that 71% of people trust the mail they receive, and with the average piece of direct mail interacted with 4.5 times and kept in the home for over a week, it provides charities with a unique opportunity to spark meaningful conversations about leaving a gift in a Will.
As a result, we are launching a collaborative joint mailing campaign in January 2026 designed to help charities promote legacy giving in a cost-effective, impactful way.
Why January?
January is one of the strongest times of year for legacy-focused communications:
- Fresh start mindset – people are ready to organise finances, health, and legal matters.
- Financial planning season – many review budgets, taxes, and long-term plans.
- Family reflection – the holidays prompt thoughts about protecting loved ones.
About the Campaign
- Targeted at individuals aged 60+ without a Will – an audience highly relevant for legacy conversations.
- Includes a professionally produced direct mail pack: outer envelope, covering letter, and an 8–12 page booklet.
- Supported by PDV’s first-party data collection to capture consent and generate ongoing legacy engagement.
- Costs are shared across up to six non-competing charities.
As a standalone campaign, a mailing of this size (100,000) would typically exceed £47,000. Through this collaborative approach, each charity pays just £7,833. Plus, a 20% Royal Mail Charity Incentive will be credited towards a future mailing, adding even greater value.
Key Dates
- 31 October – Register interest deadline
- 7 November – Final commitment deadline
- 10 November – Artwork & content submission deadline
- W/C 12 January 2026 – Mailing lands (aligned with Free Wills Month publicity)
Next Steps
If you are interested in joining this exciting and innovative collaborative campaign pls get in touch by 31st October!
