Legacy insights from Legacy Roundtable 23
Exploring the power of TV and online video advertising in legacy fundraising, featuring insights from Shelter UK and Centrepoint.
This article is a companion piece to Episode 23 of the Legacy Roundtable webinar series, which explores the role of TV and online video advertising in legacy fundraising.
The full episode can be listened to below.
Our guests:
Elle Cohen, Senior Legacy Marketing Manager at Shelter UK
Rosie Kew, Legacy and Stewardship Manager at Centrepoint
Eight Key Takeaways
1. TV and Online Video Can Transform Legacy Fundraising
"Creating a high-quality legacy film isn't just about advertising—it becomes a focal point for internal alignment and supporter engagement." – Elle Cohen
A well-executed TV or online video campaign can drive awareness, boost engagement, and help build a case for future investment in legacy fundraising. Shelter UK’s ‘The People’s Manifesto’ and Centrepoint’s ‘The Runner’ both illustrate how carefully planned campaigns can raise brand visibility and inspire gifts in wills.
2. Internal Buy-In is Essential for Success
"A video campaign doesn’t exist in isolation. It’s a tool that can unify an organisation and bring teams together." – Rosie Kew
Securing leadership and stakeholder support early ensures a smoother production process. Shelter UK built a business case around industry benchmarks to demonstrate the need for investment, while Centrepoint leveraged internal buy-in from its Individual Giving team.
3. Integrated Campaigns Maximise Impact
"We embedded our video across multiple channels—retail, press, social media, events, and even telemarketing scripts." – Elle Cohen
Legacy video campaigns should be part of a broader marketing strategy. Shelter UK integrated their film across multiple touchpoints, including digital, retail, and print, to extend its reach. Centrepoint linked transmission times to their digital advertising strategy, seeing an uplift in website engagement.
4. Budget Planning and Cost Efficiencies are Crucial
"We had to be strategic—choosing one shoot day, nearby locations, and repurposing assets to keep costs down." – Elle Cohen
Producing high-quality video content doesn’t have to break the bank. Both charities managed their budgets strategically—Shelter’s total production budget was £60,000, while Centrepoint’s was slightly higher. Planning production carefully, such as consolidating shoots, can help stretch limited resources.
5. Casting and Usage Rights Require Early Consideration
"We didn’t realise until later that one of our actors hadn’t agreed to all usage rights, limiting our campaign flexibility." – Elle Cohen
Usage rights for actors, music, and visuals need to be secured in advance. Centrepoint encountered annual costs for renewing cast licensing, an ongoing financial consideration. Having these discussions early can prevent expensive complications later.
6. Clearcast and Compliance Can Cause Unexpected Delays
"Clearcast approval isn’t just a formality—it required unexpected substantiations that delayed our launch." – Rosie Kew
Both charities had to navigate the complexities of securing Clearcast approval. Shelter faced a setback when they initially submitted an incomplete version of their ad, while Centrepoint had to justify claims made in their campaign. Understanding these processes in advance can save valuable time.
7. Timing Matters—Balancing External Events and Internal Goals
"The general election moved our timeline, but we chose to prioritise the right launch period over media buzz." – Elle Cohen
Campaigns need to be timed effectively. Shelter had to adjust their launch strategy due to an unexpected election, opting to prioritise September’s peak will-writing season instead. Centrepoint found that targeting January and October yielded the best results for legacy messaging.
8. Measuring Success Beyond Immediate ROI
"Legacy marketing is a long game. If we secure even one high-value pledge, the investment has paid off." – Claire Sweeney
Success isn’t just about immediate responses. Centrepoint’s campaign has resulted in five confirmed legacy pledges since launch, with additional hand-raisers engaging in their stewardship journey. Shelter is now building a case for mainstream TV investment based on the success of their online campaign.