Happy Remember a Charity Week! This is a fantastic initiative which promotes the benefits of legacy giving and aids charities with their specific ‘asks’.
Currently six per cent of people leave a gift to charity in their will, but if this increased to 10 per cent it could generate another £1 billion for good causes in the UK each year.
Asking people for gifts in their will is understandably a very sensitive topic and the creation of Remember a Charity Week enables charities to address this openly.
Already, this week we have seen a number of charities post on social media. Many charities have also chosen to add mail media activity to their campaign plan. This is because direct mail is the most effective form of communication for complex and delicate subject matters.
Deciding who inherits your money or part of your estate is highly personal and making people aware of their options is the key to ensuring that their wishes are clearly specified in their will.
Due to the nature of the medium direct mail gives charities the time and space to showcase and explain the benefits of legacy giving whilst also providing information on exactly how to do this.
People are now spending longer reading their mail than prior to the pandemic and both engagement rates and opening rates have increased. Furthermore, direct mail is now also the most trusted form of advertising.
Whilst Remember a Charity Week provides a platform for charities to speak openly about legacy giving, communications around will gifting do not need to be nor should be restricted to just a week in September. It would also be beneficial to follow up with a well time reminder DM pack and other communications over the course of the year. If you would like our experts to help you bolster the effectiveness of your Remember a Charity Week activity please don’t hesitate to get in touch!
