Work | The Good Agency

AICR

IOF Best Use of Legacy Fundraising winner 2010

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.
The book contains some of the most powerful stories, poems and testimonials we received.
The personal letter from Geraldine was one of the most affecting pieces of copy we've ever had to write.
The stories add up to a powerful document about how cancer affects us all.
AICR supporter Lorraine Kelly provided the foreword.