Emails and prospecting pack for a legacy audience.
Legacy donors are paramount to securing long term income for the organisation. We wanted to inspire warm supporters and legacy leads to leave a gift in their will to Save the Children.
We developed a concept with the aim of giving legacy prospects the same amazing ‘Alice moment’ as a recent Save the Children DRTV delivers.
We wanted prospects to open the pack knowing this is not an appeal. The first email helps to establish this, but we also took this it into consideration in the development of the prospecing pack itself.
Inside, we put Alice’s legacy in the hands of our prospects in a format we hope they’ll keep. As they turn the pages of a little book, the story of the 800+ Alices is revealed. We wanted this to be an upbeat, image-heavy, celebratory piece because, with prospecting, our focus isn’t on extensive legacy information – it’s on inspiring the supporter to take the next steps towards remembering Save the Children in their will, or letting us know where they are on the legacy journey.
51 pledgers, 17 enquirers and 7 considerers from 494 responders.