Alzheimer's Society: An insight led legacy proposition

When talking about gifts in Wills, it’s important to get it right, because for many people, a gift in their Will is the most significant gift they’ll ever be able to make. It’s a final message to those they hold dear about their values and beliefs, and a way of ensuring the things they care about live on into the future.

Alzheimer’s Society asked us to develop a new approach to legacies. As a disease that predominantly impacts older people, a strong, donor focused legacy proposition needed to be at the heart of their offer.

We ran a supporter research study to explore key motivations for people to leave a legacy gift. These findings led us to develop a new legacy proposition ‘Not Forgotten’, which has been tested among supporters and people living with dementia to ensure it feels relevant and true to the experiences of people living with dementia.

Because people living with dementia must not be forgotten, leave a gift in your Will to Alzheimer's Society. Your gift will help fund research into a cure. And until we get there, you'll help tackle the injustices in the system to ensure nobody has to face dementia alone.

Not Forgotten resonates with people affected by dementia.

The Not Forgotten message can adapt to reflect the lived experiences and key points of connection that our research uncovered.

Allowing prospects to imagine that their gift will tackle the issues most relevant and motivating to them and their families:

• Not overlooked by the system

• Not forgotten by friends and family

• Not underfunded in research

• Not stigmatised

• Not abandoned

The proposition was launched through warm channels and our first appeal beat target by 700%.

The proposition has also proven itself with cold audiences, recruiting legacy prospects with no history of giving to Alzheimer's Society.