Creator / originator

WWF developed this campaign in combination with their agency at the time, Chapter One Direct.

Summary / objectives

To increase WWF’s legacy income by recruiting legacy pledgers (LPs). WWF’s strategy was to build a large database of people interested in making or changing their will. They did this by offering, free of charge, an easy to understand guide to what’s involved in making a will. Subsequent communication with this file would aim to convert them to legacy pledgers.

Background

Marketing for legacies was in its infancy – most charities relied on ad hoc advertising. WWF decided that an integrated marketing campaign would highlight the necessity for having a valid will as there were many misconceptions surrounding this area of law. A jargon-free booklet was written called ‘Keep it in the Family’, which gave general information on probate matters. It included a brief write up on WWF and asked people to consider leaving a legacy to the charity.

Special characteristics

Conversational and quite challenging copy lines.

Influence / impact

Huge impact with over 45,000 requests for the booklet having estimated 6,000 responses.

Within a very short time, many other charities also copied their ‘indirect’ approach to lecacy marketing. WWF claim to be the first charity to really market legacies effectively, though a similar campaign appeared around the same time from the YMCA and which was first is disputed. As it was seen as a very sensitive area, they benefited from leading the field.

WWF’s legacy income more than doubled in less than two years and the charity is still receiving actual legacies from this early activity.

Details

The integrated marketing activity included:

• Advertising in various media: using the shown samples
• Posters
• Single stage mailing to supporters (sending will guide upfront)
• Two-stage mailing (sending flyer to request will guide)
• Mailing to solicitors
• Mailing to Citizen Advice Bureaux

Merits

For innovation and for leading the field in legacy marketing.