Oxfam has said it has received a “significant” increase in the amount of traffic to its legacy web page after promoting it in its charity shops as part of the Remember a Charity in Your Will campaign last week.
A spokeswoman for the development charity said: “We have seen a significant increase in visits to the legacy page of our website and we have had a healthy amount of inquiries about our legacy inquiry pack”.
The spokeswoman said the increase in interest in legacy giving was a direct result of PR and social media campaigns during the week - including on Facebook and in Oxfam charity shops around the UK.
The campaign featured posters in charity shops and shop counter leaflet displays.
The spokeswoman said: “We don’t have specific figures but the increase in interest is significant. It is definitely significant and obviously it is increasing at the moment. We are pretty confident that it’s because of the campaign.”
'A hook and a focus'
On Monday, Oxfam director of fundraising, Tim Hunter said the charity increased efforts to push the campaign in charity shops.
“Remember a Charity gave us a hook and a focus and that enabled us to get our retail network involved," he said.
"We have 700 shops around the UK. When people think about Oxfam they think about two things – emergencies and shops. Hopefully in all of our Oxfam shops around the country, we have legacy posters in the front window and a counter-top display with leaflets.
“We also have book marks promoting Oxfam book sales and Remember a Charity week. We are really trying to get the message across. That’s the message that is going both to the people who are going into the shop and also to the volunteers who are working in the shop at the same time.”
Legacies are the second largest single source of fundraising income for Oxfam and the second largest source of unrestricted income.
'Exceeded all expectations'
Yesterday, a spokewoman for Remember a Charity told Civil Society News, the campaign’s launch this year generated the “highest number of unique visitors” to the website since the campaign was founded 15 years ago – an 188 per cent uplift on traffic in 2014.
Rob Cope, director of Remember A Charity said: “This year’s Remember A Charity Week exceeded all our expectations, achieving record web traffic and we are delighted that our member charities have seen such a positive response and engagement with their supporters. Government and the legal profession really got behind the campaign message this year, recognising just how important legacies are in sustaining charities and funding so many vital services.
“Against the backdrop of a highly challenging fundraising climate, it can be particularly difficult for individual charities to put their heads above the parapet. Only by working together, can we deliver such positive messages about legacy giving, maximising resource and encouraging more people to include a charity in their Will.”
