New ‘Be remembered' consumer campaign to launch Remember A Charity Week
This year's Remember A Charity Week (11-17 September 2023) focuses on the distinctive characteristics that we remember about our loved ones. The 'Be remembered for' campaign celebrates those special stories, silly moments, and quirky hobbies and uses them as a springboard to also remember a charity in a Will. The ad campaign uses humour to open up conversations and inspire people to leave their own gift.
Remember A Charity Week brings together around 200 member charities and the campaign’s network of over 800 solicitors and Will-writers to encourage everyone to consider leaving a gift to their favourite charities in their Will, alongside gifts for family and friends.
The Week serves as a platform for charities to engage with supporters and the giving public, sharing their own legacy message. It’s also an opportunity to get their whole organisation’s support and buy-in for legacies, championing the legacy message internally and with external audiences. For professional advisers, it’s a chance for them to promote to clients and prospects the importance of having an up to date Will.
Lucinda Frostick, Director of Remember A Charity, says:
“We’re encouraging charities, professional advisers, campaign partners and others to come together for Remember A Charity Week and use this opportunity to shine a light on the importance of legacies for charities across the country.”
“In the current economic environment, with even more pressure on budgets, prioritising legacy fundraising and securing sufficient resource isn’t always easy. So, this year, we’re providing new resources for charities to use internally, as well as customisable legacy materials that help charities start their own legacy conversations with supporters – and to build on that momentum and dialogue throughout the year."
Customisable legacy promotion assets
Alongside the new consumer campaign, Remember A Charity is issuing a new suite of customisable digital legacy marketing assets (including social posts, banner ads, posters, bookmarks) ahead of Remember A Charity Week, which member charities can personalise with their own messaging, imagery and branding.
Promotional activity for legacy giving continues throughout the year, with Remember A Charity working to drive conversation and build understanding of the importance of legacy giving among the giving public, government, and professional advisers.