The Save the Children Movement have recognised that increasing legacy income across their many international markets will be critical to realising their ambitions for the world’s most deprived and vulnerable children. With just three of their many international members currently accounting for 80% of legacy income worldwide, there is clearly a huge opportunity for other members to up their game.
We were asked to help them do just that by developing an international legacy proposition, a legacy toolkit and a suite of creative assets that could be adapted and used right around the world.
We set up a project team consisting of stakeholders from four key territories (Australia, UK, Germany and Italy). Drawing on a combination of their market knowledge and global legacy research conducted across six countries (including New Zealand, Mexico and the Netherlands) we developed a range of eight distinctively different creative propositions. Workshopping these with the project team, we selected the four strongest. These were then researched among Save the Children supporters in four different countries to inform the final selection.
We then took our winning proposition – The Future Builders – into full creative execution.
Most of us recognise that we are leaving the children of tomorrow some very tough challenges. Our creative shows Save the Children supporters of today how they can team up with the children of tomorrow to give them the resources and the influence they will need to meet those challenges and create a better world.
The final assets include a prospecting mail pack, a full suite of digital ads, website architecture and design, and a fulfilment pack. We also created a toolkit to help guide fundraising teams around the world as they build and develop their own legacy marketing programme.
It’s still early days but the project has been enthusiastically embraced by a range of international territories with varying experiences of legacy marketing. In Australia, for example, where the legacy programme is relatively mature, the team have updated their materials to the new proposition. Meanwhile in Canada, the new work has been used to launch their first ever Gifts in Wills Guide.