Legacy Roundtable 27 – 15th April 2026
With Becca Longman (Amnesty International UK) and Lauren Jones (Greenpeace)
Hi, there!
A big thank you to everyone who joined us for Wednesday’s roundtable!
If you weren’t able to join us, you can find a short summary of what was discussed, along with an audio recording of the session below.
Hosted by Stephen Follows (Catsnake: The Story Agency) and Helen Smith (RNIB), this roundtable focused on how charities approach tone in their legacy marketing, looking at campaigns that take very different creative directions, from deeply moving storytelling to more surprising and unconventional examples.
We were delighted to be joined by:
Becca Longman, Legacy Marketing Executive at Amnesty International UK – Becca highlighted how bold and ambitious campaigning, grounded in an authentic voice, can be just as powerful as a budget. She also emphasised the importance of direct boldness with sensitivity through accurate, unbiased storytelling and ethical boundaries. Becca continued to stress the importance of tone of voice that aligns with the audience and how feedback on campaigns can strengthen telemarketing and refine your charity’s messaging.
Lauren Jones, Key Relationships Marketing Manager at Greenpeace – Lauren focused on standing out as a charity by building a bold, distinctive voice that aligns with your charity’s values and helps supports see themselves in the messaging. She emphasised how vital trust and strong relationships with stakeholders and audiences create movement-driven campaigns, even when some messages don’t resonates with everyone. Lauren also highlighted the importance of taking calculated risks, learning what does and doesn’t work and quickly adapting to refine and strength future campaigns.
Highlights included:
Campaigns don’t always have to be soft or universal. A distinctive tone of voice that reflects the value of the charity can strengthen support and cut through the crowded charity space.
Strong internal alignment can increase confidence in key stakeholders to help deliver ambitious, movement-led campaigns across the organisation.
Effective storytelling that contains sensitivity, accuracy and awareness of audience impact can push creative boundaries while staying aligned with your charity’s purpose and respecting ethical boundaries.
Be prepared to experiment as every approach will not land with audiences. Using feedback channels and having the willingness to pivot can refine your campaign and better connect your charity with its core supporters.
Thank you for listening in and save the date for our next Legacy Roundtable on 15th July 2026.
Many thanks,
Stephen and the Legacy Roundtable Team