How to Get the Most Out of TV & Video Advertising
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Legacy advertising through TV or online videos is something more and more charities are exploring to inspire future gifts in Wills. Whether your charity is considering these approaches for the first time or has run TV/Video campaigns for years, getting it right can make a significant difference in driving supporter engagement and legacy income.
From creating engaging TV ads to using online video to reach and connect with potential supporters, these campaigns require thoughtful planning, investment, and senior-level buy-in. Done well, they can be transformative.
This was the focus of our recent roundtable hosted by Stephen Follows (Catsnake: The Story Agency) and Clare Sweeney (Keepace Consultancy).
Joining our hosts on the panel were:
Elle Cohen, Senior Legacy Marketing Manager at Shelter UK – Elle walked us through the process of creating Shelter’s recent legacy film, ‘The People’s Manifesto’ and the campaign surrounding it. From planning to production, she gave us a behind-the-scenes look at all that goes into a project like this and shared some of the lessons her team learned through the process.
Rosie Kew, Legacy and Stewardship Manager at Centrepoint – Rosie spoke about her experience of working on Centrepoint’s first legacy TV advert, ‘The Runner’ and reflected on the impact it’s had since it was first launched in 2022. She shared how insights informed the film’s concept and their approach to online platforms, and discussed the challenges they faced in developing the ad through the pandemic.