Having refreshed their brand and refocused their legacy strategy on cold as well as warm audiences, Tearfund needed to redevelop their legacy proposition.
The charity had an internal design team who produced several ideas for a new proposition, but needed support to ensure that those ideas were optimal for gifts in wills fundraising.
We were able to consider the positive and the negatives of each suggested proposition through the lens of academic research. In particular, we recommended major revisions to this age-driven proposition, based on the insight that, in a mortality-related situation, people don’t see themselves as old, and even rate older people more negatively. It’s likely to be too psychologically challenging to bring together a message about ageing and a message about legacy.
Rather than touching on the more psychologically troubling aspects of ageing and death, the final proposition built on the concept of symbolic immortality. It to the core Christian values of the supporter, which they could continue through their legacy gift, alongside the lasting tangible impact that they would make
The contested legacy; the marmite of the legacy administration world! Legacy officers either relish the opportunity to get to grips with a more challenging and not so straight forward estate administration, or loathe the prospect of navigating the complex myriad of highly charged emotions, legalistic arguments, and PR implications.
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A will is an expression of a person's final wishes, but occasionally, what should be a document reflecting the deceased's wishes may reveal signs of financial abuse. Financial abuse towards an elderly or dependent person can unfortunately extend to their will and financial abuse in wills can be subtle but devastating. It is crucial as legacy officers that we are able to recognise the signs and, where appropriate, take action to address any wrongdoing.
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Read the latest public briefing from our In Memory Insight programme, where we take a deep dive into in-memory products, understanding how they are evolving, and exploring what’s next.
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