Welcare Guardian:

CASE STUDY

HJM has worked with Welcare Guardian since 2007. Welcare Guardian is one of the most reputable will writing services in the UK, promoting home visit solicitor-provided wills, regulated by the Law Society.

In 2009, Welcare Guardian asked us how we could use our affinity expertise to grow their business.

After assessing the market, we came to the conclusion that they should focus their attention on the non-profit sector. Our rationale for this was that the profile of a charity donor and their clients was very similar (predominantly 50+), whilst charities are dependent on legacies as a major source of income.

Working alongside Welcare Guardian, we helped them to develop The Goodwill Partnership, a will writing service that serviced the needs of the non-profit sector whilst delivering a strong product to their donors and supporters.

HJM took on all aspects of the marketing including the design and management of the website. We also took on responsibility for promoting the concept to charities and local councils.

Participating charities include:

Care for the Wild
Friends of the Earth
National Osteoporosis Society
The Prince’s Trust
Addenbrookes Charitable Trust
Princess Royal Trust for Carers
Riding for the Disabled
Sue Ryder Care
WRVS

For a complete listing, please go to www.thegoodwillpartnership.co.uk.

Welcare Guardian is welcome to meet any of the participating charities but as a general rule, HJM has been left to manage the relationships with the charities. We also provide regular reports to participating charities allowing them to gauge the success of their legacy campaigns.