Breaking Barriers for Disabled People

The Story: Livability had a legacy communications programme in place but wanted to develop a new strategy to generate more income from Gifts in Wills – including reviewing the existing supporter journey and materials and developing new collateral and products to facilitate the new legacy strategy.

The Brief: To create a compelling legacy proposition, as well as a suite of materials that would then be used to promote Gifts in Wills to Livability’s audiences and to steward supporters. The materials should also make it easier for different teams to include legacy messaging in their communications with supporters and local communities.

Our Response: We created a new legacy proposition based around the insight that supporters want to remove the barriers that prevent disabled and vulnerable people from leading their fullest lives. We then created an engagement pack, fulfilment pack and suite of legacy collateral including leaflets, postcards, bookmarks, press ads and pin badges for pledgers for the charity to promote legacy giving as a way for supporters to give a lifetime of support to the people they care about.

Why it Works: The materials reflected the value of Gifts in Wills to the charity, the beneficiaries and the supporters. We used premium finishes like embossing and additional items such as a folder containing personalised stickers and stationery to build a more personal relationship between the legacy manager and supporters as this was potentially the start of a 20-year conversation between them.

Results: Our work has laid the foundations for Livability’s fundraising via Gifts in Wills – hugely increasing awareness that people can support the charity in this way and we look forward to seeing the impact of this work on the charity’s income in future years.