The Salvation Army launches integrated campaign

Devised by integrated marketing agency WPNC, the campaign will target people who are considering leaving a legacy gift, with information on how to update their Will to donate to their charity of choice.

This audience - who the agency says it has identified as ‘having a sense of wanting to do good in the world’ - includes potential donors who are yet to decide which organisation(s) to support.

Consumer insight reveals that 44% of UK consumers are considering leaving a legacy gift but only 6% have already picked a specific charity to donate to.

The campaign, called ‘My lasting good deed’, is running on TV channels. It highlights the charity’s free Will guide, published with a difference: while other charities’ guides instruct recipients how to leave a gift specifically to that charity, The Salvation Army’s guide shows people how to leave a gift to anycharity, as well as showing them the difference a legacy could make to The Salvation Army. Research states that most charitable Wills to The Salvation Army also include five or more other charities.  

The TV ad will be supported with a personalised mailing to warm prospects; inserts in publications best suited to a donor profile identified with data analysis; and digital ads encouraging people to download a free guide to leaving a gift in a Will to the charity of their choice.

All communications include the charity’s new legacy proposition, ‘Your legacy, our promise’ which was developed by WPNC after extensive research. This reflects both the promise made by Salvation Army officers to support people in the greatest need - the most marginalised, isolated or vulnerable - and the promise to use legacies respectfully, where they will have the biggest impact. 

The charity hopes the campaign will increase the number of supporters considering a gift in their Will to its work with the most marginalised and vulnerable, while also having the halo effect of highlighting the importance of legacy funds to the whole charity sector.

Analysis by Legacy Foresight predicts total legacy income received annually by UK charities will reach £5bn by 2030. It is seen as a reliable and relatively stable source of income and enables charities to tap into a wider pool of donors beyond their traditional supporter base.

Lorna McPherson-Reed, Head of Legacy Fundraising at The Salvation Army, said: “With more charities than ever investing in legacies, it’s getting much harder for new campaigns to be heard. We needed a concept that resonated with our target audience while reflecting our brand values.

“This campaign builds on recent work to lay strong foundations, to ensure we are in the best position to maximise this once-in-a-lifetime opportunity. Learnings will inform future legacy fundraising strategy and ensure we can continue putting our faith into action, transforming the lives of the most vulnerable across the UK.”

Emma Wales, Group Account Director, WPNC, added: “Supporter research shows this campaign concept has a positive impact on people who are likely to support The Salvation Army. But it also makes them feel more positive about the charity in general: because of its Christian values, it’s seen as a ‘charitable charity’. All campaign formats feature information about The Salvation Army’s important work.”