Remember a Charity: Pennies from heaven

Remember A Charity, a consortium established to encourage legacy giving to charity, had an audacious goal – to make leaving charity legacies in wills socially accepted in the UK. Receiving an unexpected legacy of their own enabled them, for the first time, to develop a more ambitious strategy and communications campaign. By using humour through broadcast media and PR to engage the public with this topic, they created the beginnings of a new social norm around who we choose to remember in our wills. They staged the first ever 'Legacy awareness week' and organised activities for 150 member charities to get involved in. The charity has estimated the campaign paid for itself 206 times over, generating a net payback for charities of £205m.