1 May 2008
Remember A Charity has appointed research agency TNS to undertake a major new project.
TNS has been tasked with carrying out research to inform a social marketing campaign for the consortium, in order to make charitable giving when writing a will a social norm.
The appointment was shared with member charities at Remember A Charity’s seminar, which took place on 30 April . TNS was selected as part of a competitive process, and will begin research immediately.
The aim is to use findings to create a breakthrough campaign which will change the behaviour of the charitably minded will-making public. The research project will investigate the reasons why people make, or reject making, a charitable will. TNS will conduct a range of focus groups and in-depth interviews as part of this project. The findings will be shared with Remember A Charity’s membership at a special seminar to be held in mid July.
Stephen George, Chair of Remember A Charity and Development Director for Legacies at the NSPCC, says: “This is a key next stage, from awareness raising to behavioural change. We can only move forward if we know and understand key insights from the public. This project will enable us to do that and to turn it into a strong marketing campaign.”
Iain McAndrew, Legacy Development & Promotions Manager at Guide Dogs, who led the selection process, adds: “We are delighted that TNS are undertaking this. It’s clear that they have a real insight and experience in social marketing and we’re looking forward to working with them over the next few weeks and months.”