Remember A Charity: How hair-raising stunts helped fundraising - measuring the financial payback from PR

The 150 charities making up Remember A Charity, a UK consortium set up to encourage people to leave charitable legacies in their wills, needed a new way to maximize its promotional budget and, ultimately, increase funding from charitable legacies, which fewer people were leaving.

Remember A Charity: How hair-raising stunts helped fundraising – measuring the financial payback from PR

Principal authors: Elaine Miller, DDB; Nick Smith, DDB MatrixContributing authors: Sarah Carter, DDB; Les Binet, DDB Matrix

Introduction

If you are feeling up to a good communication challenge, try persuading people to think about their own deaths. Then try encouraging them to talk about it with their families. How about now persuading them it's a good plan not to leave all their money to their loved ones. OK so far?

Now let's try achieving this on a tiny budget....

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