CLIC Sargent Gifts in Wills Month

Gifts in Wills account, on average, for two thirds of charitable income, so it is crucial that charities develop and maintain a healthy pool of legacy prospects.

To be successful we knew we needed to develop a clear strategy to increase the long term income through legacy giving, and increase awareness of legacy giving amongst a range of diverseaudiences.

We developed a multi-channel activity plan, which included Direct Mail, Email, Social Media, Corporate, Telemarketing, PR and Paid Search activity.

Our ‘One Day’ campaign captured the powerful potential, both of legacy gifts and of children with cancer who were being cared for by the charity.

One Day went on to be named winner in the ‘Best Legacy Campaign’ category at the Institute of Fundraising Awards.