Veterinary charity PDSA appoints TDA for new campaign
Veterinary charity PSDA has appointed marketing agency TDA to help increase the numbers of supporters who leave a gift to the charity in their will.
As part of a direct mail campaign, TDA will invite existing PDSA supporters to review four potential advertisements relating to will-making and legacies and choose which one they think is strongest.
The agency said this would give PDSA a strong indication about which creative execution potential supporters would be most likely to respond to.
At the same time, supporters will be asked implicitly if legacy gifts and will-making are subjects which might be of interest to them and given the opportunity to request further information.
This approach will be tested against the charity's more traditional creative work, which focuses on how legacy gifts can help to minimise Inheritance Tax.
"It's important that this approach yields real and valuable information to avoid coming across as disingenuous," said Emmeline Kite, account director at TDA.
"This new creative allows us to engage with supporters, use their feedback, and get across key messages to them about the importance of legacy gifts, all at the same time."
The campaign begins on 8 April.