What is the partnership?
Remember A Charity and Co-operative Legal Services last year created a partnership to make writing wills and leaving gifts to charity the social norm.
What did it do?
Co-operative Legal Services conducted a six-month trial to see if it could encourage more of its customers to consider remembering charities in their wills. The trial included testing different ways of asking for legacy donations and putting training in place. The Cabinet Office’s ‘nudge unit’, which encourages people to make better choices without using legislation, was asked to oversee the trial and analyse the results. These showed that prompting members of the public to leave legacies tripled the number of gifts they made. As a result of the trial, Nick Hurd, the Minister for Civil Society, wrote to every solicitor in England, Wales and Scotland urging them to adopt charitable prompting as standard practice.
Why did it win?
The partnership has generated more than £12m in pledged legacy gifts since it began in 2013, and it is estimated that it will generate £65m in legacies by 2015. The money will benefit Remember A Charity’s 140 member charities.
What the judges said
Manny Amadi, chief executive of C&E Advisory Services, said: "They had an excellent plan that was brilliantly executed."
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