Consider at the IOF: 'Legacies, we’re coming to get you'.
As we post this, our Creative Director Ian Boardman is standing before some of the UK’s leading legacy fundraising thinkers at the Institute of Fundraising’s ‘I wish I…’ event.
He's telling them why Cancer Research UK’s ‘Cancer, we’re coming to get you’ ad is the campaign he wishes he’d thought of.
But this isn’t about missed chances. Ian believes that charities need to use this kind of thinking more often. Most importantly he’s passionate that, as a sector, we apply this approach to legacy fundraising too. Controversial thinking? Maybe, but in our opinion – he’s really on to something. Now all we need to do is make it happen...