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Our Work

Legacy Strategy


Save the Children


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.

Save the Children
Save the Children

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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