Shortlist for Legacy Campaign of the Year
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.
Royal National Lifeboat Institution (RNLI)
The Legacy Lifeboat was created as part of the RNLI’s new legacy proposition to give people a tangible and long-lasting means to be remembered. Every single legator will have their name added to the side of a future lifeboat. This promise, quietly made, across all our integrated activity, has helped to drive triple digit year-on-year growth in new pledgers and shifted the past reliance on cold leads. A discrete always on approach is maintaining sustained levels of new pledgers with year-on-year improvements in response rates and cost per lead.
Sense
Since launching a programme of cold legacy acquisition in 2021, Sense evolved this in 2023 to test a ground-breaking value exchange element for the legacy audience. They featured a free pin badge offer as a value add to all supporters requesting a Sense gift in Wills pack to generate interest, broaden the appeal and generate more legacy prospects. Their initial trial in May 2023 on digital Facebook ads returned such positive results that they took the step of rolling out the value exchange element and featuring the badge offer in their TV ad, paid search, door drops, inserts and DM for the second burst of activity in September 2023.
The campaign was a great success; in 2023 they managed to double their pool of Legacy Enquirers within the year and outperformed their targets; with 51% more pack requests received than planned through digital ads alone.