The ultimate gift

ABF The Soldiers Charity

Legacy donor appeal

"Leaving a legacy is perhaps the most significant gift a supporter of a charity can make, so it's essential to approach this sensitive topic in the right way.

For supporters of the ABF The Soldiers Charity , this meant creating a pack which showed legacies in action, spoke in an upfront tone, and stressed the longevity and effectiveness of the Fund.

Throughout the pack, both the copy and its presentation made clear that the addressee's support was deeply valued by the Fund. The tone was very much of courteous, sensitive enquiry made by an organisation that is determined to be able to rise to an extremely challenging future.

The legacy appeal, mailed to only 2,000 donors, generated 51 pledges whose value, based on the Fund's average bequest of £50,000, extrapolates to some £2.5m. That's an RoI of almost 300:1. Over £6,000 in unprompted donations meant that the mailing more than paid for itself straight away."

Tim Hopkins
Joint Managing Director