Macmillan eyes donor boom with will-writing campaign

Macmillan2Macmillan Cancer Support has hailed a major influx of supporters signing up to its free will-writing service on the back of an extensive marketing campaign to support the initiative, devised by WPNC.

The nationwide campaign has been backed by a new 60-second DRTV ad, along with radio and digital executions including Facebook videos, throughout September.

Macmillan’s Free Will Service was launched in July after the organisation had success with its programme of Free Will Months.

According to figures from Legacy Foresight, legacy income for the charity sector could be £15.8bn over the next five years.

The aim of the Macmillan campaign is to encourage men and women aged 55 and over – with a particular focus on those aged 65-plus and people who have benefitted from Macmillan services – to register for a free will.

People who register may also consider supporting the charity by leaving a small gift to it when writing their will.

The marketing has focused on helping people overcome their barriers to making wills and leaving a gift. Perceived issues include the cost and complexity of writing a will, and making a pledge when the money could instead be left to family and friends.

While exact figures are confidential, Macmillan says it has seen “many thousands” register for the service.

Macmillan head of legacy promotions Domino MacNaughton said: “Gifts in wills are essential to the future of Macmillan’s work and we’re delighted with the amount of sign-ups to our Free Will Service during the campaign.”

WPNC account director Carole Guiet added: “As an agency, we are passionate about legacy and driving awareness of Macmillan’s services. We know people are aware they should have a will, but there are barriers such as time, cost, convenience and thinking about death.

“Through the campaign, we are asking them to reconsider writing or amending a will using this service, while pledging to help Macmillan continue its crucial work long into the future.”

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