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How can good intentions be turned into hard cash?
Third Sector, 16 April 2008
Helen Barrett reports on why the Remember a Charity consortium is shelving a Michael Buerk-fronted television campaign to concentrate on a social marketing strategy aimed at turning pledges into action on charitable legacies.
For the past three years, Michael Buerk, the former BBC newsreader, has urged television viewers and broadsheet readers to "leave the world a better place" with a legacy. Buerk's gravitas and his delivery of the I Will, Will You? message helped to raise awareness of charitable legacies to record highs...
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