Making a world of difference

The Story: Manchester Foundation Trust Charity raises funds to ensure their family of ten NHS hospitals, clinical services and local care organisations can go above and beyond for their patients. They  support the delivery of exceptional treatment and care, fund cutting-edge equipment, and support research projects to improve understanding of illnesses and how best to treat them.

They plan to introduce legacy across all comms over the next 12-18 months to start this journey with supporters, create an enquirer pool and build an ongoing relationship to realise the full potential of legacy giving.

The Brief: To develop a creative proposition and overarching campaign feel, in order to create a consistent approach across all legacy marketing, and drive supporters to engage with the idea of giving a gift in their Will. We are then to create Enquirer Pack assets and a toolkit to provide guidance when using the legacy comms.

Our Response: We created a proposition ‘Make a world of difference to families in Manchester and beyond, with a gift in your Will.’ This builds on the existing proposition for impact – ‘the difference you make’.

We developed the Enquirer Pack assets (Outer, leaflet, Pledge Card) and then a simple toolkit to guide internal and external parties on use.

Why it Works: The proposition works for all audiences - staff, volunteers, patients (past and present) and friends and family and local community.

It can be illustrated in many ways – from personal patient stories to staff, research, specific treatments and care. It is both world and locality specific, so not only are we making a world of difference to families in Manchester, we can also flex to talk about how research that impacts people around the world is happening in Manchester.

Our creative approach makes the legator the hero first and foremost, by featuring them in the main photography  to create a connection. The inset images and related case studies not only demonstrate the impact their gift in Will can make but also introduces the ‘stronger together’ element.

We created creative with a clear, recognisable, identity to inspire and motivate potential legators to leave a gift in their Will. The visual execution is deliberately simple and clean.