The Royal British Legion: Fortune favours the brave

The 2014 centenary of World War One was a big year for The Royal British Legion. How many organisations would have been brave enough to undergo a re-brand at such a pivotal time? Yet when people understand that RBL is as concerned with the welfare of today's armed forces as it is with 'remembrance of yesterdays', they are significantly more likely to give. This case describes how RBL's position was turned on its head, and made about life, not death, so that the organisation's 2015 Poppy appeal, Live On, focused on the welfare of current military as well as the fallen. Donations rose to record levels delivering an profit ROI of 7.70 for every 1 invested which is expected to rise to 8.28 for every 1 when full 2015 data is counted.