8/12/09

By Andrew Holt

Remember A Charity has launched a new campaign to target professional will providers.

The campaign focuses on the importance of will providers' clients knowing all the options available to them when writing or updating their will, using the theme "Without you, your clients will never know all the choices available to them". Remember A Charity aims to help professionals give clients the option to leave a gift to their favourite charity.

The first creative executions of the new campaign, developed by creative agency Touch DDB, will be seen in two 2010 directories frequently used by will providers: The Law Society Gazette's Charity Appeals Directory and The Probate Yearbook, which are published in December 2009.

The advert's solution: "If you don't mention charity, we're almost invisible" uses subtle humour and has a sense of intrigue about it. The ad finishes by asking the will provider to 'Help their clients see us [charities] as an option'.

Recent research conducted among solicitors and will writers has provided insights into the new campaign.

Amongst other findings, the research found a definite correlation between the average proportion of wills including a charitable gift and the prompting of clients to consider a charitable gift by the will provider.

Remember A Charity will be measuring the success of the campaign by annual tracking of will providers' attitudes and behaviours to charitable gifts in wills, in particular the frequency of solicitors and will writers prompting their clients.

The creative platform will form the basis of a new range of activity supported by a dedicated campaign staff member who will be responsible for maximising the influence of the campaign with this group.

Stephen George, chair of Remember A Charity and development director for legacies at NSPCC, said: "This is an exciting new phase of our work with a key group of people who can make a real difference to donors and charities. Working with will providers and helping them give choice to clients is good for them, their customers and our causes."

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