'Get real' on wills, marketers urged

Legacy marketers should "get real" about the way people want to spend their money if they want to see a positive response, according to a survey by agency TDA.

It found that three times as many people approved of marketing messages that didn't simply ask people to leave money to charity in their wills.

People responded more favourably to marketing that took into account that people wanted to take care of their children, that they had concerns about inheritance tax and had a need to enjoy retirement.

David Burrows, head of fundraising at TDA, said: "If charities bang on about leaving all your money as a legacy, it doesn't work.

"But a message saying there's lots of things you can do with your will, and one of them is leave money to charity, is more appealing."

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