Campaign to Protect Rural England - Legacy Appeal

CPRE strives to prevent the unnecessary loss of England’s countryside and encourage planning practices within specific, sustainable guidelines.

CPRE relies almost exclusively on public support to continue its work of protecting the English landscape, and legacies provide a significant share of its income. Although members are likely to pledge a legacy to CPRE at any time throughout the year, the brief required that this communication should prompt legators to advise their legacy intentions.

Encouraging an individual to leave a charitable bequest takes place over time and legacy packs are notoriously difficult at eliciting a response. The non-responders are the legators of the future so in this case it was important to leave recipients with a positive feeling about the brand, even if they choose not to respond immediately.

Our creative strategy was to evoke nostalgic memories of the recipients’ childhood and with it desire to keep the countryside safe for future generations to enjoy. Fundamental to the pack’s success was the incorporation of key sector and client specific learnings.

The new pack clearly explained that it is a huge benefit if donors let CPRE know their intentions as it enables the charity to plan ahead financially.

Our approach has not only beaten forecast for pledge responses but also delivered significant, unexpected cash donations.