Remember A Charity, the 140-charity consortium that encourages people to consider leaving a gift to charity in their will, has launched a new campaign to target professional will providers.
The campaign focuses on the importance of will providers' clients knowing all the options available to them when writing or updating their will. The campaign's theme is "Without you, your clients will never know all the choices available to them".
The consortium aims to help professionals give clients the option to leave a gift to their favourite charity.
The campaign gets underway this month with adverts in two 2010 directories frequently used by will providers: The Law Society Gazette's Charity Appeals Directory and The Probate Yearbook.
The adverts have been developed by strategic creative agency Touch DDB. The advert suggests that "If you don't mention charity, we’re almost invisible", and asks the will provider to "Help their clients see us [charities] as an option".
Remember A Charity commissioned research among solicitors and will writers to inform its campaign. Amongst other findings, the research found a definite correlation between the average proportion of wills including a charitable gift and the prompting of clients to consider a charitable gift by the will provider.
The campaign forms the basis of a new range of activity supported by a dedicated campaign staff member who will be responsible for maximising the influence of the campaign with this group. Remember A Charity will be measuring the success of the campaign by annual tracking of will providers’ attitudes and behaviours to charitable gifts in wills, in particular the frequency of solicitors and will writers prompting their clients.
Stephen George, Chair of Remember A Charity and Development Director for Legacies at NSPCC said: "This is an exciting new phase of our work with a key group of people who can make a real difference to donors and charities. Working with will providers and helping them give choice to clients is good for them, their customers and our causes."