British Lung Foundation Legacy giving
The British Lung Foundation approached us with a budget for recruitment. They wanted to raise more money for research into lung disease by reaching more people. Bluefrog analysed their file and identified that the real potential for growth was legacies. If we could reach more people with a connection to Lung Disease and inspire them to include the British Lung Foundation in their will – transformational growth could follow.
Our campaign ‘An End to Suffering’ was developed following an extensive research study carried out by Bluefrog Fundraising. We used qualitative insights to identify the overriding need of people who had an awareness of Lung Disease:
Lung conditions ruin lives, they affect every breath you take, you simply cannot get away from it, ever. People who understand this want to end the suffering and take back some control over the condition.
Our proposition therefore linked this need to end suffering and take control, to the action of funding research through a gift in your will.
This led to our goals for the integrated campaign to be threefold:
Give people power over their condition through leaving a legacy.
Show our audience that Lung Disease had a public platform.
Make the ask attainable for a mass audience – 1% of your estate.
To meet these goals we launched the campaign across:
DRTV
Highly targeted Facebook ads
Traditional channels to warm donors
The DRTV ad aimed to capture the reality of life with a lung condition as well as the promise that research offers for the future. The original 60 second slot was cut down to a series of 10 second teasers for use on social media. Both channels drove unprecedented levels of engagement and enquirers.
The social media campaign was further developed by leveraging Facebook’s lead generation tool to drive even more prospects to the campaign.
Impact:
We knew the campaign would be a success once feedback began to come in from our target audience – those with or affected by lung disease. They saw both themselves and their needs reflected in the creative and many went on to enquire about leaving a legacy to the charity.
“I saw it yesterday and as I wasn't expecting it, was really gobsmacked. I thought the first half was particularly effective because it was graphic and explicit enough to give a true picture of severe lung disease. I hope it encourages lots of people to leave legacies to BLF. Great job, well done to all concerned.”
An unsolicited quote from a member of the public who had seen the ad.