The Challenge
A leading international humanitarian charity has a bold vision to become the UK’s first-choice charity for legacy giving.
In a crowded and transactional legacy landscape, this charity wanted to create emotionally resonant, brand-aligned propositions that could deepen supporter connection and unlock long-term commitment. They needed help turning their strategy into powerful, differentiated products that would move warm audiences closer to pledging.
The Solution
We designed and delivered a 10-week, insight-led sprint to develop three bold new propositions, each rooted in core emotional and behavioural motivations for legacy giving.
Our approach included:
Supporter conversations and co-creation with warm legacy handraisers.
A custom GPT assistant trained on the charity’s legacy strategy, audience insight and brand voice — helping accelerate idea generation and synthesis.
AI-powered ideation sessions that expanded the creative territory and enhanced early-stage concept development.
An AI “Show & Tell” with the wider charity organisation.
Rapid prototyping and creative expression of three distinct concepts.
Each idea was designed to meet a different legacy motivation that explored supporter’s desire for more: storytelling, community, and longevity in legacy spaces.
The Impact
The charity now has three fully articulated legacy propositions, each with a distinct emotional hook, journey and ready-to-test creative assets and strategy.
The work has:
Brought internal alignment around what emotionally resonant legacy giving can look like.
Equipped the team with tangible tools to test and scale the ideas.
Sparked new ways of thinking about how to nurture long-term supporter relationships.
This project marks a shift in the charity’s approach, setting the foundation for long-term growth in a rapidly expanding legacy market.