Annual charity campaign Remember a Charity returns in September with a quirky national awareness campaign aimed at fondly remember loved ones (pictured). New assets and resources are available for member charities and partners, and a coordinated activation programme will take place across the charity and professional adviser sectors.
The week takes place from 7th-13th September, with the ambition to again bring together charities, professional advisers and partners across the UK to “spark widespread conversations around charitable legacies and the vital role they play in funding charities’ work”. The hope is by doing so more people will be encouraged to consider leaving a charitable gift in their will.
The week is part of the consortium’s ‘always on’ consumer workstream, with the aim of keeping legacies front of mind across the year.
To help charities maximise the opportunity, an extensive suite of customisable campaign resources is available for members and partners designed to help legacy and fundraising teams engage supporters, colleagues, volunteers and stakeholders in the campaign and extend its reach through their own channels.
The assets include a wide range of video assets for social, physical assets like posters and bookmarks, internal comms assets and campaign merchandise. Press release templates, key messages and guidance for case study collation are all part of the PR toolkit.
As ever, professionals are encouraged to play an active part in the week raising awareness of charitable gifts in wills with their clients. Recent research from Remember A Charity’s consumer benchmarking study points to continued growth in legacy giving.
Overall, 22% of charity supporters aged 40 and over say they have included a charitable gift, up from 14% in 2010. A further 35% of supporters who have not yet done so are open to leaving a gift.
Lucinda Frostick, director at Remember A Charity, said: “Remember A Charity Week provides a unique opportunity for charities and professional advisers to come together and inspire more people to consider the difference a gift in their will can make. This year’s campaign brings fresh creative content, new resources for members and a fully coordinated approach to help keep legacy giving front of mind.
“Legacy gifts are a vital source of income for charities of all sizes and causes. By working together during Remember A Charity Week, we can encourage more conversations, reach new audiences and help secure future funding for the causes people feel most passionately about.”
For more information about Remember A Charity Week and opportunities to take part in this year’s campaign visit rememberacharity.org.uk/join.
Image credit: Remember a Charity
