Legacy Campaign of the Year 2024

Royal Society for the Prevention of Cruelty to Animals (RSPCA)

Legacies fund over half the RSPCA’s work to protect animals, and maintaining this level of income remains a challenge in an increasingly competitive market. The objective was to generate quality leads (enquirers and pledgers) for onward stewardship in order to build our future legacy income pipeline.

Calling on the expertise and collaboration of internal teams as well as trusted supplier partners, this legacy campaign embodied several ‘firsts’ (a new data segmentation approach, a head to head proposition test and the trial of telemarketing and email channels) - generating a high volume of leads that beat targets and delivering a substantial amount of potential future income.

You can watch their winner video here.