WPNC IN CONVERSATION: WHAT MAKES A GREAT LEGACY CAMPAIGN?

Our recent report Lifelong Legacy: The Value of Will Donations From Millennials and Gen X lifted the lid on this growing area of charity fundraising.

There was a 267% increase in people writing wills between 2019 and 2020, across all generations according to?Farewill. Our survey echoed this - but also found the vast majority of potential legacy donors are yet to write a will or consider a charity gift.

WPNC advises many leading organisation on legacy marketing strategy. With this in mind,??we sought the views of our most senior creatives to uncover the essence of outstanding, successful legacy campaigns.

Here’s what Director of TV and Film Maria Phillips, and Creative Director Bob Nash had to say.

Gail: Let’s start with your own legacy. How long have you been working on charity appeals?

Maria:?Blimey! 30 years, give or take - from the early days of charity DRTV. The world and the media landscape have changed, but the core principles of inspiring people to give to charity haven’t.

Bob:?This is an “OMG” now I think about it - since the late 1980s too!

Gail: And how about legacy campaigns specifically?

Maria:?These began about 20 years ago for WPNC. I think the first one - still one of my favourites - was “Give something back”, for PDSA.

Gail: So, what are the key features of a legacy ad? Does a campaign differ from other charity ads?

Bob:?It has to demonstrate a long-term vision. It’s got to have heart. It has to show effectiveness beyond your own lifetime. And it must express clearly how the charity shares key values with the potential legator.

Maria:?Yes, to add to that, you must be absolutely clear from the outset whether you need a cause-led or response-led ad. The first approach will be more emotional, while the second is more practical, perhaps promoting a free will-writing service. It’s possible to do both, but you need to beware shoehorning too much into the ad.

Considering the audience is also key, as we’ve seen from our legacy research. Older donors won’t appreciate expensive-looking campaigns or clichés, for example. And tone of voice is key, whoever you’re targeting.?A 50-year-old entering the legacy market now is not the same as an 80-year-old. They have an entirely different set of values and life experiences?that have made them who they are. Who are the next legacy generation emerging and how do we talk to them

Gail: Is there a particular aspect of campaign planning that makes creative impactful?

Maria:?We follow a “heart, head, hand” structure for all creative. By which I mean, legacy ads should amplify emotion, persuasion and action. The emotion should feel life-affirming and inspire people to leave a lasting legacy. Persuasion might nudge procrastinators to make a decision, such as committing to write a will. That’s where it helps to show what they’ll get in return for taking action - like a free guide.

Bob:?And returning to vision, it’s important to clearly express how this kind of gift is different to any other method of donating to charity.

Gail: Great. Can you share a good example of a legacy campaign you’ve worked on?

Bob:?The one that instantly springs to mind is our work for Marie Curie, “One last wish”. It has a powerful campaign thought that links the act of making a gift in your will to the need to have that gift say something about yourself. And it played out effectively across a variety of media channels, with simplicity and consistency.

Maria:?I’d agree with Bob’s choice. If you can bring the essence of the cause and the personal, emotional trigger for the audience together into one memorable thought, then you have a very powerful connection. It’s not always easy, but for Marie Curie we succeeded. “One last wish” perfectly sums up the charity’s ethos in end-of-life care. But as a memorable expression it also dovetails into an inspirational rallying cry for legators: “When you’ve looked after your own family, make your own one last wish by leaving a gift to Marie Curie.”

Gail: Powerful stuff. What other legacy campaigns have caught your eye?

Maria:?I admire?CRUK’s?“Pledge” ad. I think it really understands its audience. It’s simple, direct, emotional and inspiring, with a strong and clear call to action. It stands out in a sea of legacy ads by being distinctive, heartfelt and hopeful.

Bob:?I like this year’s legacy TV?ad for?RNLI, made by Consider. It describes a personal connection with the mission of the charity. It’s really clear on the lasting effect of a legacy. And there are plenty of those important DRTV techniques to give the ad the very best chance of success.

Gail: Thanks. As a final thought, how has legacy marketing evolved over the years? And where do you see it headed in future?

Bob:?As changes in the marketplace have forced charities to look hard for different sources of income, the true value of legacies has become clearer than ever. It’s not surprising that this has led to much more money being invested in legacy marketing, and to more sophisticated and integrated approaches. All despite the need to invest now for payback years into the future. What we need to do now is think about how to create all of the journeys that lead supporters of any type to consider leaving a gift.

Maria:?That’s an important point for legators, too. Disposable income is currently very tight and it’s only going to get tighter. Will people be less inclined to give? Rather than give regular gifts or cash gifts will they be more inclined to leave a bigger gift that makes more of a difference in the future?

Then there’s the impact of the pandemic. It’s changed us all. Has it made us face up to our own mortality? Perhaps we can now be less afraid of mentioning death in legacy comms going forward. An honest, direct, emotional conversation with our audience might be possible.