Correspondence: Kate Boothby, E-mail: kateboothby@msn.com

¹is a senior consultant for the IDM, and a freelance editor and writer. Her roles have included managing the IDM's Education Department and acting as a key architect, writer and editor for its online digital marketing course. Kate's recent work includes supporting a UK product launch and writing and editing marketing, management and recruitment papers for a variety of European management and pharmaceutical publications.

Received 22 January 2009.

Abstract

The Royal Society for the Prevention of Cruelty to Animals (RSPCA) has been a leading UK animal welfare charity since its foundation in 1824. It relies entirely on voluntary donations and legacies to meet its £82m annual running costs. This case reveals how the RSPCA reinvigorated its legacy fundraising strategy by using a profiling- and research-derived insight to reach and engage a new generation of legacy donors. The 'Home for Life' campaign overcame the traditional difficulties involved in legacy fundraising, using a combination of delicacy and directness in its creative approach across carefully selected multi-media. The campaign reinforced and enhanced the RSPCA brand and produced a return on investment (ROI) of 10:1. Identified legacy donation pledge value currently stands at £10m.