Innovating Legacy Acquisition: Testing New Growth Channels
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Talk Details
Octopus Legacy is a place to plan for death and find support after a loss. We’re partnered with over 250 charities to provide a free wills service, as well as helping them reach their legacy goals through our twice-a-year marketing campaigns. These campaigns help charities to reach a wider audience and secure more legacy gifts.
We’re always looking for new ways to progress our free will campaigns. Over the last year, we introduced new channels that significantly amplified our reach and impact: affiliate marketing, Reddit & optimising digital ads .
In this session, we’ll explore these three areas to help you grow your legacy acquisition:
Affiliate Marketing
- What is affiliate marketing?
- Why is affiliate marketing valuable for legacy fundraising?
- How you can apply affiliate marketing in your fundraising, including how to find the right affiliate partner for your cause
- How to make the most of an affiliate partnership and provide value
- Why we tested Reddit during our Spring 2025 free will campaign
- Top line results
- Key learnings and insights
Optimising digital ads
- How we’ve utlised digital ads during our free will campaigns
- Top line results
- Key learnings and insights
Key learnings from this session:
By the end of the session, attendees will walk away with a comprehensive understanding of how these channels work, why it can be a valuable tool in the world of legacy fundraising, and practical steps to leverage these channels to amplify their campaigns and engage new supporters.
Speakers
Katie Wimpenny
Senior Partnerships Manager
Harriet King
Marketing Executive
Dani Hernandez
Performance Marketing Manager
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