Blog Archives

← Older posts Newer posts →

AICR

May 3rd 2011

What happened?

A relatively small cancer charity gained a series of legacy pledges worth a potential £2m to fund vital research.

Why did it need to happen?

AICR (the Association for International Cancer Research) had low legacy income, especially for a charity working on such a relevant cause. Their high-volume approach to fundraising, driven by raffles and incentives, meant they had a big database. But also a homogenous, unengaged one.

How it happened.

Three stages. One, a propensity model that found the best legacy prospects. Two, a powerful, personal mailing that asks supporters for their story. And three, a book of stories, poems and testimonials that is now used to make the case for supporting research with a legacy.

Comments Off ← Older posts Newer posts →