Third Sector Digital Awards – Best use of data insight: Farewill

This award recognises an organisation that has used data to help a charity or cause area to prioritise or tackle particular issues of concern.

Third Sector Digital Awards – Best use of data insight: Farewill 

Recognising an organisation that has used data to help a charity or cause area to prioritise or tackle particular issues of concern

The challenge 

More than a third of the British public say they would like to leave a charitable gift in their will, but in practice just six per cent of people do so. Wills and probate experts Farewill have worked with more than 70 charities across the UK to transform charitable giving in wills: using technology to help organisations understand their audience, optimise their messaging, and run more successful digital legacy fundraising campaigns. 

What did the organisation do? 

Farewill provides charities with the information they need to forge better connections with their supporters. Their approach includes building bespoke online journeys for their partner charities to ensure messaging carries through the will-writing process. 

The organisation also supports a digital Partner Dashboard, that allows charities real-time insights into the progress of digital fundraising activities. These include the number and value of gifts given through Farewill, the demographics of supporters, and the yearly revenue forecasts so organisations can plan their budgets accordingly. Weekly recommendations from Farewill help charities to highlight areas of note and ideas for next steps, to ensure they get actionable insights that can be put into practice. 

Why did it win? 

Farewill is currently forecasted to reach at least £300million in pledged income for UK charities by the end of 2020, and partnered charities have seen tangible benefits from the programme. Partner charity Cancer Research UK saw a 20 per cent uplift in gifts after using the service, while the Royal British Legion improved its gift conversion and efficiency, generating an overall return on investment and leading them to boost investment in digital marketing. 

What did the judges say? 

Judges praised this “great, gentle way to raise money” in their comments. “An excellent use of data to refine messaging and increase return,” they said. “It allows different charities to carry their own campaign messages through the will writing process and offers insight it would be hard to gain elsewhere.” 

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