You know your community much better than we do – and we know from experience that the best results come when the content you share is authentic to you, and resonates with the community you know so well.
However, there are some things we’d like you to do as part of this campaign – given that the wills are free, and provided by charities, we’ve just got some essentials we’d love you to follow.
📹 Guidelines for all content
Do:
- Add subtitles to your content – please use white writing against a black background to ensure it’s accessible for all.
- Emphasise that this offer of a free will is time-limited.
- We’ve learnt that sorting a will is something that often drops to the bottom of people’s to-do lists, but the time-limited nature of this campaign helps to spur people on to finally write their will. Emphasising this is only happening for a limited time tends to drive engagement and results!
- Sharing information about the free will campaign more than once will help drive results.
- Writing a will is something that people take time to think about, and there’s lots of consideration in the process. Giving people a reminder of the offer by re-sharing your content or posting a second piece of content will help!
- Mention in your content that the cost of the will is covered by our charity partners, and highlight the importance of their involvement in the campaign, this increases the chance of people including a gift to charity in their will.
- Keep your content respectful and inclusive.
- Post your content within the agreed upon timeframe – either what is specifically agreed over email, or within the window of September 2nd - October 31st.
- Send what you’re posting beforehand to [email protected] to check over!
Don’t:
- Mention a specific charity name in your content – keep it broad by saying “charities” or “a charity”.
- Shoot in low-res – try and make the visuals and high quality as you can.
- Forget to include your personal tracking link for the campaign!
- Be unresponsive – communication is key in this process.