RAF Benevolent Fund: looking after the family

Challenge. To introduce supporters to the opportunity of continuing the RAF tradition of looking out for one another by leaving a gift in their Will to the RAF Benevolent Fund.

Solution. A simple solus legacy mailing to active and lapsed supporters, containing a leaflet with beneficiary and pledger stories and a letter from the RAFBF Controller. What made it different from the competition was the tone. The RAF family treasures courtesy, traditional values, and directness and we've worked hard to make this the flavour of all fundraising communications with ex-RAF.

Results. In the first month alone, the mailing achieved 160 responses, including 96 pledgers, adding up to an estimated value of £2.3m. At least five people, pledging some £88,000 between them, said they had changed their Wills as a direct result of receiving the mailing.

We have also worked with Cancer Research UK and Sightsavers on their Legacy programmes.