The decision to include the award-winning agency has been driven by the client’s recognition that a rigorous social marketing approach is needed to make significant and sustainable progress in this area of the charity marketing sector.

From an initial list of 11 agencies, the final four have been briefed to create a campaign that will help Remember a Charity make legacy giving – the leaving of money to charity in wills - the norm.
Whilst the pitch includes agencies from national and international networks, The Hub is in the only social marketing specialist to make it on to the short list.

“This is a fantastic project to be involved in,” said Steven Johnson, Creative Director at The Hub. “The client is determined to move on from the awareness raising tactics used in previous legacy fundraising campaigns. Their commitment to using a social marketing approach is reflected in the inclusion of the National Social Marketing Centre on the panel and as the only dedicated social marketing agency involved in the pitch, we’re looking forward to a very strong showing.”

Existing research shows that 9 out of 10 people feel they will have something to leave as an inheritance at death (Joseph Rowntree Foundation) but only 1 in 7 go on to include a charitable bequest or legacy (RAC, Legacy Foresight & Smee & Ford). 89% state their children are the priority and 13% also look to wider family first.

The campaign will attempt to break down this and other barriers by dispelling the myth that charitable legacies don't necessarily involve huge sums and are preserve of the rich, famous and eccentric. The aim is to normalize charitable giving in wills by making it clear that by leaving a small legacy you can support a chosen cause whilst still ensuring that family and loved ones are the primary benefactors.

Other agencies invited to pitch include DDB Touch, Kitcatt Nohr and Cascade.