King’s College London

Legacy Campaign: Great Moments Inspire Great Actions

Creation of a new legacy proposition that was researched with target audiences, followed by the development of a new targeting model, communication plan and creative for an integrated campaign that led to amazing results; a projected ROI of nearly 75:1 and multiple awards for our work.

The Story

King’s College London wanted to improve the results of their communications around gifts in Wills, so they set us the target of doubling their previous best response rate.

We have worked with King’s College London for many years, including across alumni direct mail cash and regular giving appeals so we know what motivates them to give to their alma mater; having built up a wealth of experience with different asks, propositions and offers related to soliciting immediate gifts.

However, talking to alumni about gifts in Wills meant starting a twenty-year conversation with them about the University; what it meant to them; what a gift in their Will could achieve and what they wanted their legacy to be.

Our research showed that the key motivators for King’s College alumni were pride and nostalgia, so we were able to develop an integrated creative campaign that used data analysis alongside our insight into the emotional heart of their relationship with their university to create well-targeted and highly personalised direct mail.

The results were phenomenal and far exceeded expectations; hitting over 10x uplift in the target response and achieving 531 enquiries (against a target of 60), 62 pledges (against a target of 20) – and seeing many recipients emailing and phoning straight away to say that they had received the pack and how much they loved it.

We were delighted that this campaign was awarded a prestigious bronze medal at the DMA awards; a Print, Design and Marketing Award; a CASE Silver Award and was nominated for Best Legacy Campaign at the National Fundraising Awards.