News & Events

DM for charities 'should be gentle'

Date posted:

1st July 2008

A marketing agency has said that direct marketing (DM) campaigns to encourage people to bequest money in their wills should take a positive tone.

Midlands-based marketing agency TDA has said that charities should adopt a positive tone if they wish to encourage people to donate money in their wills.

The company's research showed that people are more likely to respond to playful phrases such as "when you kick the bucket" than morbid references to death, reports Precision Marketing.

It also showed that charities should not make assertive demands which could alienate those considering leaving a legacy.

David Burrows, TDA head of fundraising, said agencies should carefully consider their marketing strategy in this field.

"Leaving a legacy is the ultimate pledge of allegiance to a charity's work and any communications surrounding this need to be carefully considered. Legacy marketing should be viewed as an ongoing journey and anything that opens the door to enable direct dialogue between the charity and the potential legator is a good thing," he remarked.

TDA was established approximately 15 years ago and provides services in marketing and advertising, such as copywriting, a press cuttings service and response analysis and evaluation reports.

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