Disability charity Livability has appointed direct-to-digital marketing agency TDA to devise and implement a legacy fundraising strategy. Surveys previously conducted by Christian charities are being used to shape proposition development and identify people who have indicated a predisposition to mentioning a charity in their Will.
Activity will involve testing supporters' responses to four different legacy fundraising concepts.
Clare Siddall, Account Director at TDA, said: "Legacy giving is perhaps the most complex and sensitive area of fundraising. However, Livability has a band of dedicated supporters who have already indicated that they would potentially include a charity in their Will. Our aim is to develop and learn from these prospects to develop a long-term, carefully crafted legacy communications strategy."
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