A growing legacy pipeline for Australia for UNHCR using film and integrated media

 

Five years ago, with a legacy programme still in its infancy and leads coming mostly from existing donors or arriving organically, the Australia for UNHCR philanthropy team had ambitious plans to reach new audiences at scale and significantly grow their legacy pipeline. 

At the height of the Covid pandemic, the decision was made to invest in legacy acquisition through DRTV. Five years on, Australia for UNHCR has a year-round, always-on legacy DRTV programme. Integrated with other channels, it inspires a significant volume of high-quality legacy leads.

Insight driven, tailored DRTV creative concept

The creative concept, called Look Back, is rooted in four fundamentals of legacy DRTV. It reflects my life experience, it aligns with my values, it is relevant to my life stage and it shows me what I could help achieve in the future.

The Australia for UNHCR DRTV film is designed for an audience who are nearing, or already at, the point of making a legacy decision, whether that is writing their first Will or updating an existing one. The offer is simple, tangible and for direct response. The concept relies on memory, relatability and alignment of values. Localised to Australia, it uses social proof through UNHCR supporters telling their story.

TV first, multi-channel, long-term strategy

While TV is the core acquisition channel, Australia for UNHCR uses an integrated, multi-channel strategy to reach people where they are, and with how they want to engage.

  • Linear TV: the foundation of the campaign, building emotional connection and broad awareness;

  • Meta:  engagement, retargeting, maximises reach;

  • Paid search: to get people from TV to landing page quickly, and connect those actively seeking to engage with UNHCR;

  • Website: optimised landing pages to maximise conversion of intent into action;

  • Direct mail and eDMs including appeals and surveys: targeted engagement and reinforcement of the need and importance of leaving a legacy;

  • Gathered Here partnership: converting interest into confirmed gifts in Wills.

Every creative asset is designed to inspire either deeper engagement or a response, DRTV is the latter. But it’s not all about creative alone, it only works when many elements are firing together, here’s just a few.

  • Offer: influences both the quality and volume of response. Australia for UNHCR has tested guides, free Will writing offers, incentives such as a handmade keyring and the response destination (UNHCR website or Gathered Here);

  • Ways to respond and response optimisation: offering multiple response routes such as phone, web and QR code, supported by strong infrastructure including optimised user journeys and high-performing phone fundraisers.

  • Media strategy and buy: ensuring the right audience sees the creative in the right place, at the right time and frequency.

Five years in and going strong

Australia for UNHCR’s legacy DRTV programme has shown the power of emotionally resonant storytelling supported by an integrated media strategy and long-term investment.

We deliberately captured three interviews from people with different perspectives and motivations - John, Stephanie and Dorothy - to give us creative content that can be used for years to come across TV, digital, social, events and retention. Earlier this year, a second DRTV featuring Dorothy and Stephanie was introduced and is being tested alongside John.

Although John, Stephanie and Dorothy have different stories to tell, their motivations are rooted in shared values centred in helping to create a safer and more just world for displaced people and refugees long after their own lifetimes.  That shared intent is at the heart of Australia for UNHCR’s DRTV legacy audience and growing pipeline, and we are hopeful it will continue to inspire impact for years ahead.

Watch below the Look Back films, with John, and with Stephanie & Dorothy.

Look Back with John

Look Back with Stephanie & Dorothy

 

Bio

Lauren Schilg is a DTV Senior Producer based in Melbourne, Australia.  Lauren works across all DRTV and digital programs in ANZ and leads a producer team in all things fundraising with film. Lauren's a bit of a data nerd but her passion lies in storytelling through film. She's really found her calling in fundraising.

 
Debora Montesoro