How do you position Gifts in Will when the work a charity does feels invisible, perhaps even ethereal? This was the problem I solved for CPRE, the Campaign to Protect Rural England, the charity that campaigns for the UK countryside.

I was briefed to bring their legacy programme up to speed with their new brand. For this, I developed a new legacy strategy and proposition. 

The process started with a creative workshop to get stakeholders under the skin of the audience. I identified the audience insight that prospective legators were not clear where their money would go, and therefore what the impact of their gift in will would be.

I presented three different ways to solve this. CPRE chose the solution that positioned a gift in Will as a way to keep the sustaining power of the countryside alive forever. In this route, the legator’s ultimate impact is about making the air fresher on your favourite walks, keeping those much-loved tranquil spaces quiet, and the starry skies shining bright.

I then worked with my creative partners to bring the thinking to life. The final proposition of ‘A countryside for us all - forever’ perfectly captured the visionary tone that the legacy audience need.

We executed this as a breath-taking new legacy enquiry pack and a creative ‘how to’ guide to enable CPRE’s local branches to apply it to their own legacy communications.

The project was wrapped up with mapped out legacy journeys, including new measures of success that look beyond measuring the prospect pipeline.

The team are now busy implementing the new strategy.