The Salvation Army has launched a legacy fundraising push aimed at boosting gifts in will to all charities.

As well as promoting the Salvation Army as a destination of gifts, its campaign focuses on the benefits of leaving a gift to any good cause of someone’s choice.

The campaign called ‘my lasting good deed’ is backed by TV advertising and has been created by marketing agency WPNC.

A focus is on directing people to the charity’s free Will guide.

“While other charities’ guides instruct recipients how to leave a gift specifically to that charity, The Salvation Army’s guide shows people how to leave a gift to any charity, as well
as showing them the difference a legacy could make to The Salvation Army,” said WPNC.

A factor behind this charity sector wide legacy push by the Salvation Army is that most of its bequests also include gifts to five or more other good causes.

Another is positive feedback from the charity’s supporters to this form of campaigning that focuses on all charities.

“Supporter research shows this campaign concept has a positive impact on people who are likely to support The Salvation Army,” said WPNC group account director Emma Wales.

“But it also makes them feel more positive about the charity in general: because of its Christian values, it’s seen as a charitable charity.”

The Salvation Army’s head of legacy fundraising Lorna McPerson-Reed added: “With more charities than ever investing in legacies, it’s getting much harder for new campaigns to be heard.

“We needed a concept that resonated with our target audience while reflecting our brand values.

“This campaign builds on recent work to lay strong foundations, to ensure we are in
the best position to maximise this once-in-a-lifetime opportunity.

“Learnings will inform future legacy fundraising strategy and ensure we can continue putting our faith into action, transforming the lives of the most vulnerable across the UK.”

---