Upturning old assumptions to create a powerful legacy campaign

Listen with fresh ears

Go to any Barnardo’s project and your jaw will drop at what they make happen for young people in difficulty. Yet there had been a tendency to use only young children in legacy communications due a fear that older people were less sympathetic to teenagers. Was that true? The surveys and profiling couldn’t tell us, so we dug deeper.

Transform the way you tell your story

Our creative director had 20 long, moving conversations with older Barnardo’s supporters chosen at random. Were some children more deserving of support than others? The answer was unanimous. Every single person said that whereas life in the past was often materially harder, young people today are shipwrecked by emotional poverty, leading to lack of self-worth. The conversation set alight.

We tested this discovery in a legacy acquisition campaign featuring 14 year-old Hope, who we spent the day with at a Barnardo’s project. We told her story plainly and honestly – simply introducing the audience to this troubled teenager, doing her best to grow up under incredibly difficult circumstances.

See the results

Hope’s story grabbed people’s hearts, unearthing more than 1,000 people who have put a gift in their Will to Barnardo’s, plan to, or are now thinking about it. The creative has subsequently been rolled out to more supporters.

Since then, we have also gone on to support the Gifts in Wills team with strategy, marketing materials, a simplified way of working with their Free Will partner, and more legacy acquisition work, including for wealthy prospects.