The challenge

After a number of years without change, Vision Australia’s Gifts in Wills program needed a boost to its prospects pipeline and Donor Republic were invited to find new and innovative ways to inspire and educate donors to leave a gift in their Will.

Our approach

We created a new Gifts in Wills proposition that was beautifully simple, memorable and flexible enough to be used across every available touchpoint to increase recall.

Next we launched the campaign through an inspiring direct mail campaign. In an Australian first prospective bequestors received 3 packs over a 9 month period full of beneficiary stories, demonstrations of the impact from Gifts in Wills, clear articulation of the need over the coming decades and testimonials from those who have a connection to the cause. A pilot TV campaign followed, which was backed up by telemarketing.

The results

Our unique three-wave campaign followed the strategy of awareness, consideration and conversion, and achieved astounding results.

• 200+ new confirmed bequestors
• 500+ supporters expressing interest in leaving a gift
• Over $14million in projected bequest income
• An Australian-first Gifts in Wills strategy  

Our client

Vision Australia is a leading national provider of blindness and low vision services in Australia. The organisation supports more than 25,500 people of all ages and life stages through 35 centres across the country.

Learnings

By sending 3 direct mail packs over 9 months, building awareness, interest and inspiring to action, supporters were given the time and space they needed to make a considered decision about leaving a gift in their Will. And it worked!