TDA nets Alzheimer’s legacy brief

Alzheimer’s Research UK, the UK’s leading dementia research charity, has appointed marketing agency TDA to conduct a comprehensive review of its legacy fundraising activity.
The charity believes that science and innovation hold the key to defeating dementia. It focuses on exploring potential causes, preventions, treatments and a cure for the condition.
With legacies currently funding one third of the charity’s research, TDA has been tasked with making recommendations to protect and grow this vital income stream. Head of fundraising David Burrows will lead the strategic review.
Burrows said: “As a disease, Alzheimer’s is becoming more mainstream and less ‘taboo’. Dementia directly affects 820,000 people in the UK, and 25 million people in the UK have a close friend or relative with the condition. This gives Alzheimer’s Research UK a good base from which to reach out to potential legacy donors. We have carried out extensive research looking at the psychology of legacy donations, and we will draw on this in our recommendations for the charity.”
Alzheimer’s Research UK marketing manager Carolyn Causton said: “Our researchers are getting closer to finding a cure for Alzheimer’s every day, but we rely on donations – particularly gifts in Wills – to keep the momentum going.
“Whilst our legacy income is growing healthily, we recognise that we cannot be complacent. TDA has a proven track record in this area, and we want to work with the agency to develop a more proactive, insight-led approach to maximise our legacy income.”

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