According to research by Remember A Charity, more than a quarter (27%) of charity donors plan to leave a charitable legacy (gift bequeathed in a will) or have already done so (up from 23% in March 2009). Princess Alice Hospice provides free, high quality palliative and end of life care to more than a million eligible people across Surrey, south west London and Middlesex. With a rising demand for its services and with legacy giving representing its largest revenue stream (37% of its overall income), we were asked to re-think the charity’s approach to legacy marketing to start to grow this future income stream.

what we did

Taking a holistic view, we looked at all the audiences the hospice interacts with: patients, families, donors, shop supporters and volunteers and designed an integrated campaign with the theme ‘a memory everlasting’, aiming to encourage everyone to be a hospice ambassador.

From a DM pack to enquirers booklets and in-store window vinyl’s and posters to an afternoon tea event, every element was carefully designed to gently inform, inspire and encourage the audience to take action or sow the seeds of care in community for future bequests. Strong local references were also reflected in the campaign creative, based around the distinctive silver birch trees, a feature of the charity’s garden.




“It’s vital that everyone across the business understands what we’re trying to achieve and how they can help us reach as many people as possible with this campaign. The whole organisation, from the board down, believes in this as a long-term programme to protect the future, rather than a short-term investment.”

Nigel Seymour, director of fundraising, marketing and communications, Princess Alice Hospice