Our Work
Legacy Strategy
Client
Service
Project
Built on powerful human stories, we created a new experience that resonated with pledgers.
The challenge
Save the Children UK legacy income is £15-18m pa. However around 60% of people who said they had left their will, later changed their minds. Their stewardship wasn’t working and they wanted to create a sector leading, supporter centric legacy experience. This would ultimately lead to raising more money in the future to save children’s lives.
The solution
We tested a number of provocations in interviews with Save the Children’s legacy pledgers and uncovered 3 key design principles for their legacy experience.
We facilitated two experience workshops with Save the Children staff to create new legacy experiences based on these principles. These were tested and refined with engaged pledgers.
We worked in partnership with Consider Creative, who used the insights and pledger journeys to develop a compelling proposition, ‘Stories to be remembered’. Built on powerful human stories, they created a new experience that resonated with pledgers.
The impact
- Engagement and response have more than doubled compared to previous campaigns
- Overwhelmingly positive pledger feedback
- Shortlisted at IOF Legacy Marketing Awards
- The Story of Alice TV campaign doubled websites visits
Watch the
campaign video
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