Dementia research charity Alzheimer's Research UK has chosen marketing agency TDA to conduct a comprehensive review of its legacy fundraising activity.
Legacies currently funding one third of the charity's research. TDA's Head of Fundraising David Burrows will lead the strategic review, with the aim of recommending approaches to protect and grow the income stream.
Carolyn Causton, Marketing Manager at Alzheimer’s Research UK, explained: "Whilst our legacy income is growing healthily, we recognise that we cannot be complacent. TDA has a proven track record in this area, and we want to work with the agency to develop a more proactive, insight-led approach to maximise our legacy income."
David Burrows commented that with 25 million people in the UK having a close friend or relative with dementia, this gave the charity a good base from which to reach out to potential legacy donors. He added: "We have carried out extensive research looking at the psychology of legacy donations, and we will draw on this in our recommendations for the charity."