Everything's changed.
Nothing's changed.

The Story: Terrence Higgins Trust (THT) wanted to increase the proportion of their overall income from gifts in Wills so that they could support people living with HIV for as long as they were needed.

The Brief: We were asked to develop a new legacy proposition that was informed by supporter research and then to create a suite of materials that had the new proposition at their heart, in order to encourage more supporters to leave a gift in their Will to THT.

Our Response: We conducted focus groups with supporters to understand why they support THT and which proposition would motivate them to leave a gift in their Will. What we found was that it was about a fight: stopping HIV in its tracks and fighting the ignorance that still persists around living with HIV. We then created an enquirer pack, fulfilment pack and acquisition leaflet focused on the proposition.

Why it Works: Terrence Higgins Trust (THT) has been supporting people living with HIV since the early 1980s and has helped to change the whole landscape of legislation, education, testing and treatment in that time. However, there is still much to do to address the persistent ignorance around HIV and AIDS and so the key line for the enquirer and fulfilment pack was ‘Everything’s changed. Nothing’s changed.’ to show how much THT will continue to need support in the future.

Results: Over the 5 years since the new legacy proposition was launched, the proportion of voluntary income from legacies has risen by 19% and THT are continuing to build on the success of the materials we developed.