Jewish Care targets community in first legacy fundraiser

Jewish Care has ventured into legacy fundraising for the first time with a mailing test campaign.

The charity has mailed a sample of 8,500 "less committed

supporters to test the water and build up confidence to approach their dedicated supporters.

Jewish Care's direct marketing agency Kitcatt Nohr Alexander Shaw has produced a mail pack which asks the sample audience to consider leaving money to the charity in their will.

A further element of the test is to find out how many supporters have already included Jewish Care in their will to build a "bank of pledges".

The mail pack included a letter, reply form and a leaflet, which presented the case to the sample group on how they should look after their family first in their will but also consider members of their community.

The test legacy campaign has been running for two weeks and has so far received more than 100 pledges.

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