Remember A Charity: How hair-raising stunts helped fundraising –measuring the financial payback from PR

The 150 charities making up Remember A Charity desperately needed a new way to maximize their budget and increase their funding from charitable legacies, which fewer people were leaving and which are vital to their survival. A new insight to get the over 60s talking about legacies with their families informed a radical new PR-led approach, starring a 64-year-old stuntman. The campaign generated an incremental legacy income of £6m and paid for itself nearly 10 times over