Our sector is awash with doom and gloom about the threat to our legacy income. If it’s not stories of the elderly forced to spend their savings on care homes, it’s news of the baby boomers blowing their fortunes on cruises and face lifts.

And any legacy fundraiser who has seen the Norwich Union’s TV ad on ‘equity release’ is bound to have lost a few nights sleep – it’s a shocker.

Originally published in Professional Fundraising magazine: to read this ad in full download the pdf.