Livability

Legacy Programme: Living Life to the Fullest

We developed a new gifts in Wills proposition for Livability and a new suite of collateral including an initial enquiry pack; a fulfilment pack designed to provide both engaging and informative content on leaving a gift to Livability; a general leaflet, postcard and bookmark; a staff toolkit so that staff felt informed and excited about having legacy conversations. and a press ad for use in the Remember A Charity Telegraph supplement.

The Story

Livability appointed us to develop a proposition and then a suite of materials that would build a relationship with their supporters and other interested audiences that is:

  • Based on genuine commitment and loyalty
  • About long-term value more than short-term response
  • Able to offer experiences to donors that they genuinely value

After an initial proposition workshop and lots of insight gathering, the new proposition centred on the ability of donors to remove the barriers that prevent disabled and vulnerable people from living their fullest life.

This proposition enabled us to demonstrate how Livability supports people to live their fullest lives with some brilliant stories such as that of Steven who, thanks to Livability’s emotional and practical help, was able to win a gold medal in equestrian eventing at the Special Olympics and to follow in the footsteps of golfer Rory McIlroy to claim Ireland’s coveted Sports Personality of the Year award.

All of the materials were designed to start a new relationship between the potential legacy donor and the disabled and vulnerable people supported by Livability but also with Katrina, the Gifts in Wills Manager at Livability who we were keen to introduce as someone that could provide both information and guidance as well as a friendly face as part of what is a major decision for charity supporters.

We created an initial enquiry pack; a fulfilment pack designed to provide both engaging and informative content on leaving a gift to Livability; a general leaflet, postcard and bookmark; a staff toolkit so that staff felt informed and excited about having legacy conversations and a press ad for use in the Remember A Charity Telegraph supplement. All of which are starting to generate an incredibly positive response for the charity and we’re proud to have started these conversations.