League Against Cruel Sports Legacy Campaign
When asking a supporter to leave a gift in their Will to your cause, one very cost effective way is to get them to express their interest to begin with. A letter with a simple response slip is a great way to 'start a conversation' with them. Once they've responded, you can send them all the information they need to do it.
This campaign I developed for the League Agaist Cruel Sports uses emotive, visionary copy in the initial mailing, followed by a very visual approach in the information brochure. League supporters love wild animals and I used large beautiful imagery in the A4 brochure to remind them of what their legacy gift would be helping.