Next week is Remember A Charity Week – the week brings charities across the UK together to encourage more people to consider leaving a gift to a good cause in their Will. Legacy giving already generates around £4 billion a year for UK charities, yet there remains enormous potential to grow that figure.
And this is an area where direct mail really comes into its own.
Leaving a gift in a Will is a personal, considered and often emotional decision. Mail gives people something tangible they can read privately, absorb in their own time, keep and return to. It gives charities the space to tell their story properly, demonstrate the difference a legacy could make and approach a sensitive ask with care.
We have recently seen just how powerful that can be.
Together with PDV awe recently brought five non-competing charities together for a Collaborative FreeWills pilot, mailing 100,000 carefully profiled prospective donors who had no previous relationship with the charities.
The result? 443 Will enquiries generated.
The collaborative approach also meant the charities could share creative and campaign costs, while data modelling helped identify prospects with the greatest propensity and intent.
Following the success of the pilot, Phase 2 of our Collaborative FreeWills mailing is planned for January 2027, giving more charities the opportunity to reach carefully selected new audiences and start conversations that could have an impact for generations.
Could your charity be part of it? Get in touch to find out more about joining the January 2027 mailing!
