Grow your legacy income
Teenagers generate Gifts in Wills to Barnardo’s
- Audience insight: “Difficult teenagers are just as deserving of help as young children.”
Go to any Barnardo’s project and your jaw will drop at what they make happen for young people in difficulty. Yet there had been a tendency to use only young children in legacy communications due a fear that older people were less sympathetic to teenagers. Was that true? The surveys and profiling couldn’t tell us, so we dug deeper.
Our creative director had 20 long, moving conversations with older Barnardo’s supporters chosen at random. Were some children more deserving of support than others? The answer was unanimous. Every single person said that whereas life in the past was often materially harder, young people today are shipwrecked by emotional poverty and lack of self-worth. The conversation set alight, with people giving intimate family stories, or talking with sympathy about kids their children had grown up with. We’d found a tender spot.
We tested it in a legacy acquisition pack featuring 14 year-old Hope, who we spent the day with at a Barnardo’s project. We’ve gone on to support the Gifts in Wills team with strategy, marketing materials (that include teenagers!), a simplified way of working with their Free Will partner, and more legacy acquisition work, including for wealthy prospects.
Client website:
http://www.barnardos.org.uk
Previous project
Who says older people don't like teenagers! Rubbish. Most of them have been through raising teenagers. Track down the right story, and weave it in a way that means something to supporters' own life experiences and values, and watch the responses flood in.
Karin Weatherup, Creative Director