Anglicare Victoria

GoodWords has advised on, and produced, all materials for Anglicare Victoria’s proactive, ongoing Gifts in Wills (bequest) campaigns since late 2017. This process has seen us collaborate, via our long-term, strategic working alliance, with Evelyn Mason & Associates.

As part of a multi-year, multi-segmented and strategic approach, the campaign continues to see a major increase in forward-thinking supporters committing to leaving A Gift in their Will to Anglicare Victoria. In October 2020 alone, Anglicare Victoria received 14 bequest confirmations from supporters. They also enjoyed a major uptick in those who intend; and, those who may be considering; leaving such a legacy.

This has given Anglicare Victoria’s Gifts in Wills Relationship Manager the ability to provide the organisation with substantial future planning scope.

GoodWords’ work continues to include:

  • Interviewing Anglicare Victoria staff, Gifts in Wills ambassadors, donors and bequestors for specific campaign needs
  • Copywriting and designing an annual roll-out of prospecting letters featuring Anglicare Victoria’s Gifts in Wills Ambassador, Paul Sheahan AM to various segments and sub-segments
  • Copywriting and designing Anglicare Victoria’s suite of Gifts in Wills campaign support materials. This includes: their main Gifts in Wills information Brochure I’m Ensuring Better Tomorrows by Leaving a Gift in My Will to Anglicare Victoria; Information sheets for both Solicitors and Executors; and, a Codicil Instruction Guide; as well as re-wording and re-designing some other core materials, including information for web pages
  • Re-designing their Friends of Anglicare Victoria logo to feature the flower emblem chosen for the Friends club, which holds special information and social events and functions for invite-only members
  • Regular follow-up with prospectives, intenders and considerers through letters from Anglicare Victoria’s CEO, Paul McDonald
  • Writing and gaining approvals from both Anglicare Victoria staff and those featured in any campaign
  • Writing and designing multiple Gifts in Wills advertisements for use in various publications throughout Victoria
  • Tailoring content and design for a variety of different response mechanisms for relevant individual segments, and for each phase of the campaign – from personalised C5 cards to one-page check-box forms
  • Copywriting and designing the content and look of Invitation letters, response mechanisms and Welcome letters for those who leave a Gift in their Will to become members of Friends of Anglicare Victoria.

“Working with Stephen and Anthony from GoodWords has been an absolute pleasure.

I’ve utilised GoodWords on several projects and – with their extensive research and knowledge of our subject matter, Gifts in Wills’; our donors and supporters, as well as our organisation – this has resulted in several very successful campaign outcomes for Anglicare Victoria.

They have an ability to grasp the subject matter and, with their creativity, empathy and professionalism, are therefore able to develop appropriate and compelling direct mail packs for our chosen target audience.

I have no hesitation in recommending them to other organisations for work of a similar nature to what they have successfully undertaken for Anglicare Victoria.”

Peter Burt
Relationships Manager – Gifts in Wills
Anglicare Victoria

Other Projects