Legacy insights from Legacy Roundtable 12
Effective Legacy TV Advertising
This article is a companion piece to Episode 12 of The Legacy Roundtable, where hosts Stephen Follows and Helen Smith speak to expert guests about effective legacy TV advertising.
The full episode can be listened to below.
Guests:
Vicki O’Hare & Harvey Kirk (RSPB)
Clare Sweeney (Keepace Consults, working with Eden Valley Hospice)
Hannah Saunders (The Kite Factory)
Eight Key Takeaways
1. Choosing the Right Agency Matters
“Finding an agency that understood legacies, storytelling and media buying made what was a new experience feel less intense.” – Vicki O’Hare, RSPB
Selecting an agency that understands both legacy fundraising and the nuances of TV advertising ensures a smoother process. Expertise in storytelling and media planning is crucial, particularly when navigating internal approvals and strategic planning.
2. Internal Buy-In is Crucial
“Creating a legacy TV advert helped gain internal buy-in and really raised awareness and support for the legacy department.” – Harvey Kirk, RSPB
Launching a TV advert can rally internal support for legacy fundraising. Engaging departments early—brand, creative, PR, legal—ensures a smoother approval process and fosters a sense of ownership across the organisation.
3. Be Bold and Take Creative Risks
“Taking a bold risk moving away from live video to animation was scary but extremely well received.” – Vicki O’Hare, RSPB
Stepping outside traditional formats can enhance engagement. Animation, for example, was an unexpected but highly successful approach for RSPB’s campaign, demonstrating that creative risks can pay off.
4. Leverage Integrated Campaigns for Greater Impact
“Running events and acquisition campaigns alongside the TV ad helped create high-quality leads for the legacy department.” – Harvey Kirk, RSPB
A TV advert shouldn’t stand alone. Combining it with events, social media, and other direct response activities ensures wider reach and deeper engagement with potential pledgers.
5. Consider Timing and Coordination
“Being aware of campaigns, events and communications happening in other departments is key when planning when to air a TV ad.” – Harvey Kirk, RSPB
Aligning TV adverts with broader organisational activities, such as peak awareness periods or fundraising campaigns, maximises impact. For RSPB, launching their advert around Remember a Charity Week boosted engagement.
6. TV Advertising is Accessible for Smaller Charities
“It’s achievable, even if you haven’t done this before, even if your budget is small.” – Clare Sweeney, Keepace Consults
Regional advertising can be affordable and effective. Eden Valley Hospice successfully engaged its community by featuring real supporters in their TV ad, showing that impactful storytelling doesn’t require a large budget.
7. Shifting to Digital Response Mechanisms
“Legacy TV ad response has moved more online, with older audiences becoming more comfortable digitally.” – Hannah Saunders, The Kite Factory
While phone responses remain important, there’s been a significant shift towards digital engagement. Ensuring a strong online presence, including optimised landing pages and paid search, enhances response rates.
8. Effective Measurement and Attribution
“Before launching TV, ensure you have a robust testing and measuring framework in place.” – Hannah Saunders, The Kite Factory
Testing through digital campaigns first helps refine messaging before investing in TV. Tracking metrics such as cost per guide request (typically ranging from £200–£400 in early campaigns) provides insights into long-term success.