PUBLIC SECT0R: Charities plan £2m PR push for legacy cash

The charity sector will launch a £2m PR campaign in a bid to increase the amount of money raised through legacies.

This is the first campaign of its kind and involves around 80 charities, including Oxfam, Macmillan Cancer Relief, the RNLI and the RSPCA.

A newly created group, called the Legacy Promotion Campaign, has been formed to handle the bid.

This is headed by campaign manager Theresa Dauncey, who will be assisted on PR and public affairs work by agency, The Forster Company. Direct marketing will be handled by Target Direct Marketing.

Forster director Amanda Powell-Smith says an integrated PR, advertising and marketing campaign will start in October and carry on until the end of 2003.

She added: 'Before then we will be talking to influencer groups, including solicitors, those involved in the financial sector and MPs, to raise more awareness.'

Legacies are already worth £1.5bn per year for the UK charity sector but Dauncey says there is scope for a massive increase on this figure as currently just one in ten wills contain a charitable bequest.

She said the aim of the campaign is to change the attitude of those making wills so that charitable requests becomes a normal part of legacies.

She said: 'The potential for this campaign to make a difference is enormous.

A two per cent increase in charitable bequests will generate an additional £180m per year for the voluntary sector.

Smaller charities such as the Brooke Hospital for Animals are also involved.

Powell-Smith added: 'This is across the charity sector and not just driven by the big names.'

The LPC is being backed by the Treasury-funded Giving Campaign.

The Forster Company is continuing to work on the Department of Health's long-term campaign, called Mind Out for Mental Health, to raise awareness of mental health issues.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Interpublic PR group claims double-digit growth in Q1 revenues

Interpublic PR group claims double-digit growth in Q1 revenues

Interpublic Group's PR agency unit saw double-digit revenue growth in the first quarter of 2014, according to Weber Shandwick CEO Andy Polansky.

Max Clifford trial jury sent home after fourth day of deliberations

Max Clifford trial jury sent home after fourth day of deliberations

The jury in the trial of celebrity publicist Max Clifford has been sent home to reconvene tomorrow for further deliberations about its verdicts on 11 charges of indecent assault.

Omnicom turns in 1.2 per cent growth in Q1 PR revenues

Ketchum parent group Omnicom has reported 1.2 per cent organic revenue growth at its PR division for the first quarter of 2014.

British Airways retains Grayling for Europe and Asia

British Airways retains Grayling for Europe and Asia

British Airways has reappointed Grayling as its retained PR agency for 39 European and Asia-Pacific markets following a competitive pitch.