Researching and creating a powerful legacy proposition


To develop a legacy proposition which could be used as the backbone of all legacy comms for the newly merged charity: encouraging supporters to leave or enquire about leaving a gift in their Will to Breast Cancer Now.

What we did

  • We had in-depth conversations with Breast Cancer Now stakeholders and supporters, from which we developed four proposition areas to test in focus groups and online panels of the charity’s supporters.
  • We then refined the legacy proposition that resonated most with supporters’ lives: ensuring that no family has to face a future without the woman they love.
  • This proposition has become the creative cornerstone for Breast Cancer Now’s first legacy warm DM pack and subsequent ‘Legacy Enquirer’ DM pack.


  • Increase in number of enquires by 24%.
  • Legacy messaging is now being used in campaigns run by various other teams.
  • We have since developed a toolkit for the charity’s internal and external use, to be used by staff and volunteers as a guidebook on how to talk about gifts in Wills.BCN-Enquirer-and-DM-pack