News Archive

TV Advert Leaves Viewers More Likely To Leave A Legacy

A survey to evaluate Remember A Charity's latest campaign has shown that 20% of respondents are now more likely to leave a legacy as a result of seeing the campaign's TV advert. A further quarter would talk to friends and family about the adverts and a little under a third, 28%, said the ads left them more interested in learning about leaving a legacy.

The research was carried out to evaluate the first burst of Remember A Charity's advertising. It was carried out by nfpSynergy, the leading research agency in the not for profit sector, and the survey is intended to track the impact of the campaign's communications on the attitudes and behaviour of the target audience.

A sample of 806 adults aged 45+ who regularly give to charity were surveyed during the period 12-16th May 2009. One in three respondents recalled seeing the adverts.

Stephen George, Chair of Remember A Charity and Development Director of Legacies for the NSPCC commented:

"We are really pleased with these findings, especially as we had used humour for the first time. There were complex barriers we needed to address and this first burst has shown we are on the right track."

Remember A Charity is planning further TV advertising bursts in July, September and December this year.

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MEDIA ENQUIRIES
Remember A Charity Press Office:
Diana Mackie Tel. 020 7840 1027/ 07793 803721
email: press@institute-of-fundraising.org.uk

NOTES TO EDITORS

1. Remember A Charity
Remember A Charity (www.rememberacharity.org.uk) is a consortium of over 140 charities, working together to raise awareness of charitable legacies. Remember A Charity aims to increase legacy income to UK charities and the number of people including a charity in their will. The consortium is hosted by the Institute of Fundraising.

2. Institute of Fundraising
The Institute of Fundraising's (www.institute-of-fundraising.org.uk) mission is to support fundraisers, through leadership, representation, standards setting and education, to deliver excellent fundraising. Members are supported through training, networking, the dissemination of best practice and representation on issues that affecting the fundraising community. The Institute of Fundraising is the largest individual representative body in the voluntary sector with 5000 Individual members and 300 Organisational members.