National disability charity Livability has appointed direct-to-digital marketing agency TDA to create and implement a legacy fundraising strategy.

TDA said legacy giving - where a person leaves a gift to a charity in their will - is "a sensitive area" of fundraising and as such its marketing activity will involve gauging supporters’ responses to four different legacy fundraising concepts.

The aim of the campaign will be to prompt people to contact a Livability fundraiser to find out more about leaving a legacy to the charity, and to establish which approaches resonate most powerfully with them.

Surveys conducted by Christian charities are being used to shape TDA's proposition and identify people who have indicated a predisposition to mentioning a charity in their Will.

"Legacy giving is perhaps the most complex and sensitive area of fundraising,” said Clare Siddall, account Director at TDA.

“However, Livability has a band of dedicated supporters who have already indicated that they would potentially include a charity in their Will. Our aim is to develop and learn from these prospects to develop a long-term, carefully crafted legacy communications strategy.” 

Livability is a specialist provider of services and support for people with physical disabilities and learning difficulties.