Make a very big impact for years to come

The Story: West Hertfordshire Hospitals Charity aims to provide strategic support for the care and treatment provided by West Hertfordshire Teaching Hospitals NHS Trust, achieving benefits for patients that are above and beyond what the NHS alone can afford. They do this by funding the latest technology, environmental enhancements, staff development and extra comforts that make such a difference to patients, day after day.

The charity have received a development grant from NHS Charities Together for a new 1-year legacy and in memory campaign. Legacy is a fairly new area for them – there is currently no activity to drive legacy donations, apart from a page on their website.

The Brief: Client wants to drive gifts in Wills and gifts in memory while raising awareness of the charity and legacy giving as a way of donating. They have requested a legacy fundraising proposition and the full design of legacy comms including an enquirer DM pack,   in-hospital posters and mural and an in memory leaflet.

Our Response: Our proposition was direct and simple to get the message across – Gifts in Wills help save lives…A gift in your Will can make a very big impact for years to come.

The comms were brought to life using real life case studies of those that have left a legacy and those that have been helped, to really highlight the impact of gifts in Wills to the local community.

The creative has a consistent look and feel utilising the charity’s new brand guidelines, assets and colours to make it recognisable for the charity and their legacy and in memory campaign

How it works: Using real life stories help to make this pack emotive to drive consideration for legacy giving. This makes it more relatable to the audience to personalise the donors and to see the impact that their legacy or in memory gifts has.

Using images to reflect a range of age ranges and conditions shows that legacy gifts can make a huge difference across all departments in their hospitals and everyone in the West Herts community.