Peter de Vena Franks
As a solicitor, boosting your client base and raising awareness of your firm can be a challenging feat. However, participating in this year’s Will Aid campaign offers a unique opportunity to achieve both, while also supporting some of the UK’s best-loved charities.
Why join Will Aid?
Will Aid is a special partnership between the legal profession and seven UK charities, held every November.
Participating solicitors waive their fee for writing basic Wills, inviting clients to make a voluntary donation to Will Aid instead – a suggested £100 for a single basic Will and £180 for a pair of basic ‘mirror’ Wills.
This initiative not only helps raise vital funds for charities but also provides an excellent avenue for solicitors to attract new clients and gain extensive publicity.
Comprehensive PR support
The Will Aid PR team is dedicated to amplifying the benefits of your firm’s involvement, starting from September onwards.
The PR campaign is meticulously designed to help ensure that your participation in Will Aid gets the recognition it deserves, helping increase in your client base, drive business growth and awareness of your firm.
From one-on-one PR sessions to liaising with local press, the Will Aid PR team offers a suite of services to help your firm shine.
The support includes:
- Template signing-up press release: A professionally crafted press release template to announce your participation in Will Aid.
- Press liaison: Assistance with getting your story covered in local newspapers and magazines.
- Radio interview opportunities: Get your firm’s name heard on local radio stations.
- National press exposure: Opportunities to be featured in broader national media outlets.
- PR toolkit: Exclusive access to a range of assets, including social media graphics for your firm’s channels, making it easy to promote your involvement online.
As November approaches, if you find your appointment slots are not fully booked, the PR team can assist with a PR boost to help fill those remaining slots.
This proactive approach ensures that you maximise your participation and the benefits that come with it.
Success stories
Lauren Smith, a solicitor at Taylor Bracewell, said: “Our involvement with Will Aid last year was extremely successful, with over 900 enquiries to us at Taylor Bracewell overall.
“One of my favourite things about it is that it gives us the opportunity to do good. It gives firms like yours and mine the chance to give back and help charities, at a time when they really need it.
“Simply by doing our day jobs, we were able to raise £32,300 for Will Aid’s partner charities in 2023. And since we first took part in Will Aid, we’ve raised a life-changing £237,000.
“But that’s not all – we raised it while managing to make life easier for clients needing a professionally written Will. We also saw many of them return with other business needs.
“It truly is a win-win situation. Of course, the Will Aid team is there to help you every step of the way – whether that’s by being on-hand to answer any queries you may have or sharing PR materials to help you promote your involvement.”
Unwavering support
Lisa Smith, from the Will Aid Press Team, works with hundreds of firms around the country each year, and has secured coverage in The Martin Lewis Money Show, This Morning, Steph’s Packed Lunch, Woman’s Own and Radio Times, as well as national and regional newspapers.
She said: “We provide extensive support and are there every step of the way to help firms make the most out of their participation in Will Aid.
“From PR materials to personal guidance, our goal is to ensure that every firm involved reaps the benefits of this fantastic campaign.”
Join us today
Don’t miss out on the opportunity to grow your firm while making a significant impact to the lives of vulnerable people both here in the UK, and across the world.
Sign up for this year’s Will Aid campaign and leverage the unparalleled PR support to elevate your business to new heights.
For more information on how to join, visit the Will Aid website at www.willaid.org.uk/register or call 0300 0300 013.