Legacy, Lead Generation
Hospice UK
Using online lead generation to drive gifts in Wills.
The challenge
When Hospice UK needed strategic expertise and creative clout for their first ever digital legacy acquisition campaign, they came to us.
Together, we pioneered a pilot that delivered impressive results (including a CPL of £42 for telemarketing).
The solution
A smart strategy
We wanted to prove that digital channels could build a strong pool of leads for legacy giving. So, we used Hospice UK’s free will writing guide as a high value incentive, promoting it through ads on Meta.
We captured people’s details quickly and easily using Facebook forms. Then we funnelled them into a series of nurture emails from the legacies manager, developed by Hospice UK.
We ran two campaigns to see which would deliver higher quality leads: collecting email addresses only, or both email and phone numbers.
The results
The leads and the learnings
Ad creative that showed a hospice staff member interacting with patients performed best, bringing to life the impact of the charity’s work.
By analysing email data, we were able to identify quality leads and use this information to optimise the campaign.
We also found that asking for both email and phone details increased the form conversion rate, even when people left the phone number blank. These ads cost more to deliver, but may pay off by generating higher quality leads.
Proving the model
In total, we brought in 826 leads across the two campaigns.
The email-only campaign brought in 429 leads (almost double our forecast), at an average cost per lead (CPL) of £7.80 – nearly half our £15 target!
Through the email and phone campaign, we attracted 330 email leads at a CPL of £10.17. Of these, 80 high intent leads opted into telemarketing too, with an average CPL of £42.