King's College London: Great moments inspire great actions
The Clarion Portfolio
How did the campaign make a difference?
The challenge for King's College London was to persuade 100 alumni to actually change their will to leave a legacy.
The strategy was to create a new data model selecting the best prospects, provide reasons for alumni to feel proud of the world achievements they have been involved in, and enable them to emotionally connect with their past We achieved more than 10 times previous campaign results.
Last campaign achieved 49 positive responses. Beat new target of 100 responses, achieving 620 responses....