Legacy advertising through TV and online videos continues to be an area of growth for charities looking to inspire future gifts in Wills. Whether you’re venturing into legacy marketing for the first time or refining a well-established campaign, getting the proposition right is essential for engaging supporters and driving long-term income.
This was the focus of our latest Legacy Roundtable, hosted by Stephen Follows (Catsnake: The Story Agency) and Helen Smith (RNIB).
Joining the discussion were:
Sinem Bilen-Onabanjo, Head of Legacy Engagement at Oxfam UK – Sinem took us through the journey of developing Oxfam’s bold new legacy proposition, Stay in the Fight. She shared how Oxfam moved away from a more traditional message (Let’s Finish the Work We Started) to something more compelling and activist-driven, aligning with their supporters' values. Sinem also spoke about the challenges of internal buy-in, the importance of testing, and how Stay in the Fight is now influencing broader brand messaging across the organisation.
Steven Dodds, Managing Director of Beautiful Insights – Bringing the research perspective, Steven highlighted the critical role of supporter insight in shaping a successful legacy proposition. He outlined the ‘Three F’s’ framework (Fame, Feeling, and Fluency) as a way to measure the effectiveness of a proposition. His key takeaway: listening to supporters, understanding their motivations, and being brave with creative choices can make the difference between a forgettable message and a truly powerful call to action.
The discussion touched on common challenges, from overcoming internal resistance to certain language choices (such as Oxfam’s use of the word fight) to ensuring a legacy proposition remains distinct and campaignable. The session also emphasised the need for charities to move beyond generic legacy messaging and stand out in an increasingly competitive space.
Key takeaways:
A strong legacy proposition is more than just a tagline – it should be a guiding principle that influences all aspects of legacy engagement.
Internal buy-in is crucial; engaging different departments early on can help integrate the proposition into the wider organisation.
Testing matters – what resonates internally may not always work for supporters, so research is essential to refine messaging.
Legacy messaging doesn’t have to be soft or apologetic; bold, direct, and campaignable propositions can have a much greater impact.
A big thank you to our guests and attendees for another insightful session. Stay tuned for our next Roundtable, and in the meantime, if you have experiences or challenges with legacy propositions, we’d love to hear from you!
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