Legacy
A missão “porta-copos de cerveja” do Greenpeace
Sorria para a ousadia por trás dessa abordagem divertida, mas isso funciona? Todos nós seríamos um pouco mais bem sucedidos em captar dinheiro por campanhas ligadas com heranças se pegássemos uma folha ou duas do livro do Greenpeace?
LA Gay and Lesbian Center – legacy leadership campaign.
The centre created an exceptional legacy programme, combining the best of direct mail and telephone marketing with sensitive cultivation and stewardship techniques.
The Greenpeace legacy beer mat
Smile at the audacity behind this amusing approach, but did it work? Would we all be a bit more successful at raising money from legacies if we took a leaf or two out of Greenpeace’s book?
Association of International Cancer Research: Inspiring Stories Book.
By creating real, personal, one-to-one conversations, AICR not only inspired their supporters, they also made them feel as though they really cared.
The NSPCC legacies TV ad: the ‘what will we leave?’ campaign
This campaign is a first for legacy fundraising in the UK. The NSPCC were able to create a positive, happy and colourful campaign; creating ‘talkability’ around the difficult subject of legacies.
Greenpeace Sweden’s legacy commercials
Colourful cartoon characters present the threats to their environment and set up a conversation about legacies for Greenpeace in Sweden. It’s all about trying new things and taking risks, which too many organisations shy away from. Greenpeace International has developed a structure to make them possible.
University of Oxford: legacy brochure
The dream inspires. A classic legacy promotion brochure with multiple enclosures shows you how it’s done. By providing an inspiring vision in the main document as well as individualised content in the template insert, this brochure has the ability to be as broad or as narrow as required.
Nature Conservancy of Canada: legacy mailing
How NCC accessed the pot of gold at the end of the fundraiser’s rainbow with a classically straightforward but very appealing legacy piece. Without doubt, this carefully and sensitively crafted pack will raise funds very effectively for the cause and the organisation that created it.
Children’s Cancer Institute of Australia: bequest conversion pack
This very detailed exhibit shows clearly how to ask donors and potential donors for the biggest gift they’ll ever make – a legacy. The campaign achieved brilliant results and stands out in the charity sector as an example of good bequest (legacy) marketing. It showed that asking someone for a bequest doesn’t have to be daunting and risky, as long as it is done in a sensitive, respectful manner that offers an emotive and compelling case for support.
Great Ormond Street Hospital: legacy marketing 1856
Why is it that the giving and receipt of legacies figured strongly in Victorian literature, yet is largely absent today? The announcement in the annual report of The Hospital for Sick Children (later Great Ormond Street Hospital) appeared just four years after the hospital was founded, but it was already obvious that gifts of legacies would be very important to the health and development of the hospital.
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