Reaching new legacy audiences: Lessons from BBC Children in Need, Asda and Farewill

Details

How can charities use corporate partnerships to take legacy giving beyond their existing supporter base?
This session explores how BBC Children in Need, Asda and Farewill brought a free will-writing offer to customers through the Asda Rewards app. We’ll share how the partnership combined the reach of a major retailer, the recognition of a much-loved charity and Farewill’s specialist will-writing journey to create a simple and compliant campaign.

We’ll explore how strong early performance led Asda to amplify the campaign through PR, extending its reach beyond app users, and how the campaign generated £875,000 in estimated future legacy income during a short promotional window.

Combining first-hand perspectives from BBC Children in Need and Farewill, the session will cover what made the model work, the practical considerations involved and what we learned along the way. Drawing on other examples from Farewill’s partnerships, we’ll also explore how charities can identify opportunities to work with trusted brands and adapt the model for different audiences and contexts.

Key learnings from this session:

• How corporate and brand partnerships can help charities reach new audiences that traditional legacy marketing may not reach.
• How to combine the strengths of a charity, corporate partner and will-writing provider to create a trusted, low-friction and compliant customer journey.
• How to identify and develop corporate partnership opportunities, with practical ideas that charities can adapt to their own networks, audiences and resources.