Barnardo's, the children's charity, has awarded a through-the-line marketing campaign designed to increase legacy donations to its below-the-line roster agency Brann London.
Due to launch in early 2001, the campaign will combine press ads and inserts with targeted mailings to consumers aged over 70.
The database for the DM work is being compiled by Brann London, based on detailed data segmentation of the charity's existing donor database.
The win follows a five-way pitch that took place in November, and the campaign will integrate legacies into Barnardo's long-term donor communications programme. It aims to increase the number and value of legacy pledges made each year.
Peter Batchelor, board account director at Brann London, said: 'The primary aim of the campaign is to build loyalty among existing donors, and so make legacy pledges the ultimate in terms of a supporter's relationship with the Barnardo's brand.'