The Dutch are increasingly positive about leaving a legacy to a good cause. This is the conclusion of market research commissioned by the Dutch joint legacy campaign Toegift.nl, representing dozens of recognized charities. With an ongoing public campaign, Toegift.nl wants to raise awareness about including a good cause in wills. (Editor’s note: Toegift is the Dutch word for ‘encore’, an additional performance at the end of a concert, as called for by an audience.)
Campaign has effect
Since 2017, Toegift.nl has focused its public campaign on people between the ages of 50 and 70 with some affinity for charities. In the sixth campaign year since 2017, 56% of the target group has seen the campaign (in 2022 this was still 41%). For the target group, the campaign does exactly what Toegift.nl has in mind: people think more positively about leaving a gift to a good cause, are more inclined to talk to others about their legacy, and are more likely to consider including a good cause in their will.
There is enormous growth in the appreciation for people who include a good cause in their will. In 2017, 57% of those surveyed said that they admired people who do that, in 2023 this has risen to 90%. Another striking figure is that people who are considering including a good cause in their will are increasingly doing so because they see this as their social duty.
Real stories from real people
Toegift.nl wants to use the ongoing campaign to draw attention to leaving a gift to a good cause and thereby bring about a change in the knowledge, attitude, and behavior of the Dutch public. The ultimate goal is that more people include a good cause in their will. The cross-media campaign (with expressions on radio, TV and social, online, and print media) offers inspiring content, with real stories from real people.
“The reach of Toegift’s national campaign is large,” says Esther Martens, relationship manager at Friends of the Earth NL. “This makes people more aware of the importance of making a will and including a good cause in it. We ourselves have little budget for advertising on TV, radio and in newspapers. By participating in Toegift, we are yet nationally visible as a good cause, and our own campaign on legacy giving is more popular with our members and donors.”
Want to know more about the Toegift-campaign? Look on toegift.nl