The Children’s Society Legacy campaign

“ We are so pleased to be able to approve and sign off all the

adverts, bookmarks etc – we are delighted with how other
have helped us and would like to thank you for all your help”
Ropinder Gill Marketing Director

the opportunity the approach the results

To increase donor contributions
by making legacies an integral
aspect of the fundraising strategy.
The campaign needed to be
sensitive to those they helped
and target potential and active
supporters.
We created a campaign using
real child cases, positioning the
charity as the hero. Powerful
photography and bright colours
reinforced the positive messages
of the Children’s Society and
strongly contrasted with the
disturbing details of what the child
was having to cope with. The line
is a provocative reminder that
something/somebody important
might have been forgotten.
The campaign included direct
mail, press ads, and fulfilment
materials.
The direct mail element of the
campaign was tested head to
head with a competitor’s pack
and outclassed it with a response
rate ratio of 2:1. This outstanding
outcome, in a highly competitive
arena, resulted in this campaign
being repeated with continuing
success.