Make a big noise about Will Aid
Publicity is essential to the success of Will Aid. Since Will Aid runs only for a relatively short period of the year, we need to work hard to:
- Raise awareness of the importance of making a Will.
- Alert the public to the Will Aid opportunity and motivate them to act.
- Direct the public to the Will Aid solicitors in their local area.
In 2008, over 48,000 people responded to extensive publicity and enquired about the scheme, and those who went on to make a Will raised over £920,000 (including Gift Aid) for the nine Will Aid charities.
Help Will Aid and drive new clients to your business
The local and regional media often print articles sent to them by the Will Aid press office. But they prefer a local angle and respond better to requests for publicity coming directly from people within the communities they serve. There are several ways that you can help gain local coverage:
- Send a Letter to the Editor of your local papers. You can draft your own letter or if it's easier for you please use this Letter to Editor
- Send a Press Release and provide a photo. The press love a good picture but are unreliable when it comes to sending photographers to events. The best way to ensure your photo is used is to take a digital image and email it with details of the subject (name, address, phone number etc) and a short press release explaining your involvement in Will Aid. You can base your release on this Press Release. You could even invite a friend, associate or even a local celebrity or dignitary to help promote Will Aid by agreeing to be photographed discussing their Will with you. Remember to include Will Aid leaflets and posters in the photo.
- Change your advert: If you can change your advertisements to reflect your participation in Will Aid, it would be best to run them several times during the period before November, as well as during the month itself. This could pay real dividends for your firm and, of course, for Will Aid.
You can write your own advert or use this Advert Text as a guide. We suggest that you use the Will Aid logo in an appropriate size to fit with your advertising practice. You can Download The Will Aid Logo here.
- Participate in an advertising feature: In September, we will be sending editorial about Will Aid to many local and regional papers and requesting that they run "advertisement features" or "advertorials" to promote Will Aid. This means that the paper will carry the editorial piece explaining Will Aid, illustrated by photos of the charities' work and surrounded by the adverts of participating solicitors.
This approach produced a great deal of high profile coverage in the press and the solicitors who took part found it very effective in attracting clients. The sales team of your local paper may contact you directly to ask if you will participate. The costs of a page or half page will be shared out between the local solicitors who agree to take part, which means that the costs to individual firms are very low. Please do consider participating. These features really make a difference to the success of the campaign.
- Speak to the media: Local and regional media are always very keen to speak to local participating solicitors. You may be called directly by the media or if they contact the press office first, we will contact you to make sure you are happy to speak to a journalist. You might like to take a look at Tips for Interview.
- Set up a website link: Why not set up a link from your website to the Will Aid website. This will enable your clients to get all the information they need about Will Aid.
