Charities are being offered the chance to sign up to a joint direct mail campaign, which allows up to six non-competing organisations to share costs while it is claimed they will benefit from large-scale, professional production and targeted outreach.
The “Collaborative Legacy Mailing Campaign” scheme sees The Production Hub jump into bed with data-driven marketing agency PDV and offers each organisation a bespoke direct mail pack, comprising an outer envelope, covering letter, and 8–12 page booklet.
It is claimed the scheme will give charities a cost-effective way to inspire legacy giving through direct mail.
The campaign is set to land in January 2026, timed to coincide with the New Year and heightened public awareness around Free Wills Month.
Legacy income already generates £4.5bn annually for good causes in the UK and is forecast to exceed £10bn by 2050. Communicating something as personal as leaving a gift in a Will requires trust, care, and clarity – qualities that direct mail consistently delivers, the company claims.
The campaign is designed to reach individuals aged 60+ without a Will – a highly relevant audience for legacy conversations – and will be supported by PDV’s first-party data collection, enabling charities to capture consent for further engagement.
Production Hub managing director Nick Hames said: “Legacy giving is one of the most powerful ways supporters can make a lasting difference. By working collaboratively, charities of all sizes can access a high-quality campaign at a fraction of the cost, while reaching the right audience at the right time.”
Charities have until October 31 to register an interest in the programme.
Related stories
Direct mail to join cross-media measurement tool pilot
Digital down as traditional channels return to the mix
Spooner on…pushing the envelope of effective marketing
Loyalty marketers warned not to ditch traditional media
