Development of a new legacy proposition, including testing in audience research, followed by incorporating the proposition into a suite of legacy marketing materials. The new legacy journey starts with an enquiry pack where supporters are invited to share their intention to leave THT a gift in their Will, followed by a fulfilment pack that includes a guide to making a Will and a request for them to share their story with the charity.
We worked with Terrence Higgins Trust to identify a new and exciting proposition with which to engage their supporters – first by developing a range of proposition territories and then by conducting supporter research to find the most compelling route.
Research revealed that supporters recognise that we are still living with an HIV epidemic, but that awareness of the disease has dipped, and complacency has set in again. This led to a strong and motivating new campaign: Everything’s changed. Nothing’s changed.
A suite of materials followed, starting with an enquiry pack where supporters were invited to share their intention to leave THT a gift in their Will, which was then followed up with a fulfilment pack that included a Guide to Making a Will leaflet and a request for them to share their story with the charity.