The Promise
How we refreshed legacy marketing with a simple Promise
There is a certain expectation about legacy marketing for charities – it tends to be very staid. The Promise was a distinctive sub-brand we developed for one of the Jewish community’s largest charities, UJIA. By creating a brand, a distinctive look and slightly off-beat approach in short videos we created, we moved legacy giving for the charity from a touchy, uncomfortable area to one you could enjoy being part of.
It was built around an important psychological trigger, social proof, creating the mood that all your peers are part of this, and you should be too. The Promise makes leaving a legacy to UJIA normal.
It created a new momentum in the charity, and was particularly successful in converting existing annual supporters to making a significant legacy pledge.
It is always difficult to be exact with measuring legacies, but the charity calculated that it benefited during the campaign from a number of new pledges worth over £1m in total, a return on investment of more than 35:1.
Harvey Bratt, UJIA’s Director of Legacies and Planned Giving, says:
“Hope very cleverly re-packaged our legacy offering with The Promise, generating a significant increase in new legacy gifts.”
