Now in its third year, the Testament Expo organised by Testament.be attracts thousands of visitors each year who are interested in leaving their estate to a charitable organisation. Bringing visitors in direct contact with around 100 charities and dozens of notaries specialised in inheritance law, the Expo is living proof that many people are attracted by the idea of putting their estate to good use for a good cause. And yet, there still seem to be barriers preventing many people from ultimately making a charitable bequest. Which is why Testament.be enlisted help from FAMOUS Relations, to try and break through those last remaining barriers.
FAMOUS Relations was asked to think about how to generate press attention before, during and after the Testament Expo. No easy task, seeing as the main message remains unchanged year after year. And as we all know, journalists are always looking for something new…
What we did.
An analysis of the articles which had appeared in years gone by revealed that the majority of publications focused on the rational motivations behind charitable bequests. What was missing were articles that went deeper into the emotional aspect of donating to charity. After all, it is the emotional reasons of others that have the best chance of inspiring (well-informed) people to make a charitable bequest themselves.
And so, as well informing and breaking down taboos, our approach placed more emphasis on the actual story behind today’s donors. Via a range of powerful testimonials in newspapers, on radio and on TV, we devised a way to inspire people to take the step of drafting or changing their will in favour of charity.
What we got.
Powerful testimonials from people who had included charitable bequests in their will appeared in many national newspapers, on TV and on radio.
Their stories were not only stirring but above all inspiring and ultimately, convincing…