The challenge
St Mungo’s wanted to define the true value of legacy giving – not just what a gift in a Will supports, but why someone would choose to leave one at all. They needed an insight-driven proposition rooted in real supporter motivation.
Our solution
We went straight to the source. We spoke to existing supporters actively considering a gift in their Will, and worked with our research partner to identify potential new supporters and bring them into the process. This made sure the proposition was grounded in lived motivation, not assumption.
A clear truth emerged.
Supporters understood that homelessness rarely happens all at once. It happens when support falls away. And they were drawn to the idea that their legacy could be the thing that stays, a safety net to catch someone when everything else has fallen away.
We shaped this insight into a clear, emotionally resonant proposition: a gift in a Will can do more than provide shelter. It can be the support someone needs to recover, rebuild, and move forward with their life.
Creatively, we brought this idea to life through a bold visual system.
One designed to make that impact tangible. As life falls apart, the copy blocks fracture and drift… reflecting instability and loss of control. When St Mungo’s steps in, made possible by a gift in a Will, those blocks begin to return. Order replaces collapse.
It became a powerful metaphor for what legacy giving makes possible: the rebuilding of a life, one piece at a time.
We brought everything together in a complete legacy toolkit, giving St Mungo’s a clear proposition, a distinctive visual language, and a flexible framework they could confidently roll out across channels and campaigns.
Outcome
A strong, insight-led legacy proposition, created with supporters and prospective supporters at its heart. It gives St Mungo’s the clarity and confidence to communicate the long-term impact of legacy giving consistently across all channels, turning an abstract decision into something human, tangible, and meaningful… now and into the future.
Related Work
Clients
We’re so proud to work with with a wide range of incredible charities and organisations. Our partnerships cover everything from animal welfare and disability support to humanitarian aid and conservation, showing our dedication to making a real difference across some of the world’s most important causes.
