Does Barnardo’s Take Television Donations? Understanding Their Legacy Giving Campaign

Barnardo’s, a renowned UK children’s charity, doesn’t accept televisions as donations. However, they have a robust legacy giving program, highlighted by their impactful “Be More Gladys” television campaign. This article explores the campaign’s background, objectives, creation, and results, shedding light on how Barnardo’s leverages legacy giving to support vulnerable children and young people.

Barnardo’s Legacy Giving: The “Be More Gladys” Campaign

Legacy giving, leaving a charitable donation in one’s will, offers a powerful way to support organizations like Barnardo’s long after one’s lifetime. Recognizing this, Barnardo’s launched “Be More Gladys,” their inaugural television campaign focused on attracting legacy gifts. This bold initiative aimed to reach new audiences and secure future funding for their vital services.

The Need for a New Approach

Before “Be More Gladys,” Barnardo’s primarily focused on engaging existing donors for legacy gifts. While successful, they recognized the need to broaden their reach and attract new supporters to ensure long-term financial stability. This led to the decision to launch a mass-scale campaign targeting a cold audience unfamiliar with legacy giving.

Objectives of the “Be More Gladys” Campaign

Barnardo’s set ambitious goals for the campaign, aiming to:

• Present a Future-Focused Vision: Showcase the lasting impact of legacy gifts without neglecting the charity’s current work.
• Demonstrate Long-Term Support: Illustrate how legacy giving empowers sustained assistance to communities in need.
• Highlight the Breadth of Barnardo’s Work: Emphasize the diverse range of services they provide to children and young people.
• Engage New Audiences: Connect with viewers who may not have prior knowledge of or connection to Barnardo’s.
• Raise Internal Awareness: Educate staff and trustees about legacy giving to enhance the supporter experience.

Creating “Be More Gladys”

Barnardo’s partnered with creative agency Don’t Panic and legacy giving consultancy Legacy Futures to develop the campaign. Don’t Panic’s previous experience, including a successful legacy ad for WaterAid, made them a strong fit. Legacy Futures provided crucial audience insights and expert guidance.

The resulting advert features Gladys, a character who embodies the positive impact of legacy giving. She’s depicted supporting children and families in various situations, ultimately revealed to be a representation of the donor’s potential impact through a will.

Measuring Success: Results and Impact

The campaign underwent rigorous testing using Fastmap to gauge audience emotional response and comprehension of legacy giving. The results indicated high scores in both areas, validating the ad’s effectiveness.

While the primary goal was awareness, Barnardo’s utilized a brand tracker to measure intention. The October 2023 airing saw a 1.2% increase in legacy intention. Furthermore, website traffic surged by up to 810% during broadcast periods.

Conclusion: A Legacy of Hope

The “Be More Gladys” campaign exemplifies how Barnardo’s strategically employs television to promote legacy giving. By focusing on emotional connection and long-term impact, they successfully raised awareness and encouraged potential donors to consider leaving a lasting legacy for vulnerable children. Though Barnardo’s does not accept television donations, their legacy giving program offers a powerful alternative for individuals seeking to make a significant contribution. The campaign’s success underscores the importance of innovative approaches in securing future funding for charitable causes.