Our legacy strategy development project with Wood Green Animals in 2014 won the “Most Powerful Use of Insight by a Charity with Fundraising Income Less Than £7m”.
The project involved both large scale analysis of their supporter data to identify legacy prospects and 1-2-1 interviews with supporters. The insight gathered from these interviews and the analysis enabled us to create four key pen portraits of a typical legacy prospect. Now all of their legacy marketing can be tested against these four segments and Wood Green have a legacy strategy designed to target these specific audience groups.
Congratulations from all of us at Legacy Link to Wood Green Animals and to Jonathan Cook, the Legacy Link Associate working on this project.