Legacy is a behaviour change brief
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Talk Details
With a 43% increase in people considering leaving a gift in their will over the past decade, the opportunity for legacy giving is undeniable.
However, leaving a gift in your will is still unusual behaviour and legacy giving is still a behaviour change brief for many organisations. Charities need to change perceptions of end of life planning, before making the ask.
GOOD worked with Marie Curie to do just that. The Will Talk campaign started a national conversation about Will writing, promoting lasting security for families, whilst also encouraging legacy gifts to support their hospice and hospice care at home work.
Join Pete Esuola-Grant, Head of Planning at GOOD, as he shares insight into what makes a successful legacy campaign, and how Will Talk was able to evolve into a big creative platform that has led to a 70% yoy increase in enquiries for Marie Curie’s Will writing guide that is projected to bring in income that will fund 285,839 hours of vital end of life care.
Key learnings from this session:
- Strategies for a successful legacy campaign
- How to make that cultural change and shift the behavioural dial
- Tips and tricks from the client & agency
- Actionable insights for organisations of all sizes
Speakers
Pete Esuola-Grant
Head of Planning
Zoe Fowler
Legacy & In Memory Manager
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