Hill & Knowlton wins Macmillan Cancer Support account to boost legacy giving

Macmillan Cancer Support has hired Hill & Knowlton to help persuade more people to leave a donation to the charity in their will.

Gifts in wills: play an important part in funding Macmillan Cancer Support
Gifts in wills: play an important part in funding Macmillan Cancer Support

The agency won the one-year account following a competitive pitch. The brief focuses on driving awareness of the important role gifts in wills play in funding their work and increasing the number and value of those gifts.

Macmillan Cancer Support legacies manager Chris Millward said: ‘One of our key challenges is to raise awareness of gifts in wills as another way people can support our work.’

He said the agency’s role would be ‘to encourage more gifts to Macmillan to support our vital services.’

H&K remained tight-lipped about its plans, but said that it would be focusing on a mixture of online and media relations activities. Head of public and third sector Jo White said the agency planned to break down the ‘many taboos surrounding legacy giving which stop people from actively considering supporting charities in their will’.

‘It’s a huge challenge to encourage people to leave money in their wills and to get people to talk about wills and death in general,’ added White.

Last month, PRWeek rep­orted that 71 per cent of people did not plan to include charities in their wills, in a survey of more than 1,000 adults commissioned by Standard Life.

Remember a Charity director Rob Cope admitted that not enough was being done by the charity profession.

A major push on legacy giving will take place during Remember a Charity Week, which will run from 12 to 18 September. The focus of the week is on convincing people to leave cash to good causes in their wills. A total of 140 charities signed up to take part in the first organised week last year.

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