Barnardo’s | Legacy
The client: Barnardo’s
The challenge: Create a strong pool of legacy pledgers.
The solution: Direct, respectful, peer-to-peer communication.
The outcome: We created a simple, yet direct request for legacies from some of Barnardo’s most loyal and committed supporters using a bespoke targeting model developed in the agency. Most importantly we doubled the level of anticipated response. We did this through a mix of intelligent targeting and a direct, yet simple creative approach that focused on the lasting difference a bequest could make to the lives of some of the most vulnerable children in the UK.
The learning: Even in the delicate area of legacy pledging, if you don’t ask, you just don’t get.
Download our research into how different generations of supporter give…