Will Aid

Will Aid is a national charity will-writing scheme designed to encourage people to get a professionally written will, while raising funds to support the life-changing work of partner charities.

Satsuma provide a full PR and social media management service for this incredible organisation – with our efforts in 2023 generating the most engagement on record for the campaign and smashing all KPIs for coverage across national, regional, trade and broadcast.

Our work has also cemented a long-running relationship with Martin Lewis and Money Saving Expert.

McGarry & Co - group photo
Open Law

Work Included

We started work on the Will Aid account in 2023 with the Campaign Director asking us to overhaul the entire PR strategy that the charity had relied on for several years. The systems and processes had become stale, and the campaign needed new vigour with a larger focus on digital engagement, video and broadcast.

The Satsuma team has the advantage of being demographically spread from Scotland to the Southwest and everywhere in between. As a result, we were able to pay visits to – and film and photograph – selected solicitors which were sold into regional broadcast and published strategically on social media channels to maximise opportunity for engagement.

We created a series of toolkits for solicitors to help them promote their involvement and demonstrate how to maximise the benefits. We recommended a staged approach to ensure regular communication between the Will Aid press office and each firm, providing bite-sized, manageable, timely actions.

Within the welcome pack, each firm received a template press release and a selection of social media graphics announcing their participation in the 2023 campaign.

The welcome pack will also introduce solicitors to brand new fortnightly drop-in PR surgeries to maximise their ROI in relation to PR opportunities.

We created a campaign plan incorporating PR activity and timings for the stewardship, recruitment, and public phases.

Our poll achieved some excellent figures on will writing leading to hundreds of media clippings and broadcast interviews.



This year we achieved:

  • National broadcast coverage on BBC News, This Morning, Good Morning Britain, The Martin Lewis Money Show and Steph’s Packed Lunch
  • Total clippings with an Advertising Value Equivalent of £1,638,826.27
  • Press coverage with a circulation figure of 122,511,491
  • 185% growth on Facebook visitors
  • 303% growth in Instagram followers over six months
  • 22% increase in LinkedIn followers

Meet the team involved