Sally, RAF Benevolent Fund
The challenge
The RAF Benevolent Fund aimed to generate new legacy prospects by highlighting the significant and lasting impact of leaving a gift in a Will. The challenge was to inspire support for RAF personnel, veterans, and their families. The campaign needed to resonate with a classic 50+ legacy audience, particularly those with connections to the RAF through service, relationships, or an interest in aviation.
Our solution
We developed a compelling new legacy proposition, ‘Be a Part of the Heart,’ based on extensive audience research that identified ‘family’ as a central theme to the RAF community. The proposition emphasised the familial bond within the RAF and aimed to show how leaving a gift in a Will would make a real and lasting difference to the lives of RAF personnel, veterans, and their families.
Breaking the mould for military charities
To bring this proposition to life, a multi-channel approach was implemented in partnership with The Kite Factory – right across television, digital and press.
This campaign focused on the contemporary and future needs of the ‘RAF Family,’ refocusing perceptions of the RAF as defenders of country, freedom, and families. The RAF Benevolent Fund was positioned as deserving widespread support, encouraging individuals to include it in their Wills to support that Family.
Television:
Featuring genuine beneficiaries to highlight the cross-generational RAF Family, the ads used clear voiceovers and displayed constant contact information to ensure accessibility and clarity. The hand-woven charity logo served as a symbolic backdrop, urging legators to become ‘part of the heart’ of the RAF Family through their gift.
Press:
National and military publications were utilised, incorporating QR codes for direct access to the ‘Request a Guide’ page, making it easy for readers to engage. Stories of gratitude from beneficiaries and family members were featured, fostering a connection with potential legators.
Digital:
Paid social media and PPC campaigns were implemented, leveraging images, GIFs, and videos from the TV ads to promote guide requests. Meta’s lead generation forms facilitated quick guide requests. Retargeting ads for the Farewill service helped acquire new pledges.
Stewardship:
Individuals requesting a guide received a thank-you call within 72 hours or an email within an hour, offering additional downloads and encouraging contact. This personalised approach aimed to build a stronger connection with potential pledgers.
A comprehensive free Will guide was also developed, available in both PDF and printed formats, to provide practical tools and emotional inspiration for potential donors. The guide emphasised the importance of being part of the RAF Family and how their support could protect those who protect us.
Outcome
The campaign exceeded all expectations, achieving 159% of the lead generation target and significantly strengthening engagement with the RAF Benevolent Fund.
Different Kettle… you’re a dream to work with – creative, insightful, experienced, and fantastic at collaborating with our external suppliers. To top it off, you are super lovely human beings and an absolute joy to partner with!
Related Work
Clients
We’re so proud to work with with a wide range of incredible charities and organisations. Our partnerships cover everything from animal welfare and disability support to humanitarian aid and conservation, showing our dedication to making a real difference across some of the world’s most important causes.
