THE ART OF LEGACY MARKETING
Where values live on
Legacy marketing isn’t about prompting a transaction. It’s about giving people a way to live on through what they value most.
A gift in a will is not an impulse decision. It’s autobiographical. An expression of identity, belief and meaning.
As a purpose-led creative agency, we specialise in legacy marketing for charities, helping organisations move beyond functional messaging and into culturally relevant, emotionally resonant work that people genuinely want to engage with.
Making Legacy Culturally Relevant
Legacy fundraising has long relied on quiet, careful language and familiar tropes. But audiences today are more media-literate, more values-led and more open to honest conversations than we often give them credit for.
We work at the intersection of cause and culture, helping charities reframe legacy giving as something relevant to people’s lives now, not just a deferred decision for later.
That means:
- Moving away from euphemism and avoidance
- Treating audiences like emotionally intelligent adults
- Creating work that earns attention rather than asking politely for it
The result is legacy marketing that feels braver, clearer and more human and, ultimately, more effective.
Reframing Narratives for Real-World Impact
People are bombarded with thousands of messages every day. The charities that cut through don’t shout louder - they say something more meaningful.
We began our agency life making no-budget content and headline-grabbing ideas, so using creativity to earn attention has always been in our DNA. That instinct has since been applied to legacy marketing, where the challenge isn’t just visibility, but relevance.
We help charities create ownable legacy narratives by:
Reframing the Narrative
We identify a clear, distinctive thought: reframing legacy giving around what’s emotionally true, culturally resonant and strategically ownable to your organisation.
Creating Authentic Purpose
Legacy decisions are deeply personal. We help you articulate a purpose that feels believable, lived-in and aligned with your cause, not something audiences see straight through.
Cultural Relevance
We tap into real cultural tensions and truths, creating legacy campaigns that feel contemporary and talked-about, not seasonal wallpaper.
Working with Don’t Panic was a truly collaborative effort, they absorbed everything they could about WaterAid and applied this same passion to learn about legacy giving. Applying their own insight into human behaviour and a keen sense of storytelling to create something that matched all the key objectives we wanted to address and more. Working with Don’t Panic brought a completely fresh perspective to legacy advertising and enabled us to create something powerful, something that captures what legacies really are about the love we have for others.
Strategic Rigour Behind the Creativity
While we’re known for bold creative work, every legacy campaign we build is grounded in serious strategic thinking.
Legacy is a long-term decision. Our process reflects that.
Immersive Insight
We work as an extension of your team - combining behavioural insight, desk research, first-party data and conversations with people who have lived experience. This helps us understand not just what people do, but why.
Engagement Strategy
From the earliest creative thinking, we ensure ideas are built to sustain interest over time - not spike and disappear. We stress-test ideas to maximise memorability, emotional resonance and longevity.
Holistic Execution
Legacy campaigns don’t live in isolation. We consider how ideas travel across channels, how they’re shared, how they’re interpreted and how to manage risk without dulling the impact.
This rigour allows us to take calculated creative risks - the kind that move the needle rather than play it safe.
Legacy Is About Identity, Not Administration
Through our work with charities and the wider conversations we’re part of across the sector, one insight comes up again and again:
A legacy gift is not about the organisation. It’s about the person.
People don’t leave gifts because of paperwork, incentives or urgency. They do it because legacy offers something rare - a chance for their values, beliefs and sense of self to continue.
That’s why the most powerful legacy marketing:
- Treats the decision as part of someone’s life story
- Respects its emotional weight
- And gives people language that feels truthful, not euphemistic
This is where legacy marketing becomes brand-building and where long-term growth really happens.
Legacy Marketing for Charities, Globally
Our legacy work spans integrated campaigns, brand platforms and culturally-led activations for charities operating at national and international scale.
We’ve worked across channels, including film, print, outdoor, digital, social, PR and experiential - creating legacy campaigns that can compete with commercial brands while staying true to charitable purpose.
Whether you’re looking for:
- A legacy marketing agency
- A long-term legacy fundraising strategy
- Or a fresh way to re-engage audiences around gifts in wills
We help charities move beyond templates and tactics and towards meaning, memory and sustained impact.
LEGACY CLIENTS
Ready to Rethink Legacy?
If you’re ready to move legacy fundraising beyond familiar formats and towards work that reflects how people actually think and feel about life, death and what they leave behind, we should talk.
Let’s create legacy marketing that people remember. And more importantly, one that helps them be remembered, too.
We help charities turn legacy giving into something people want to engage with, not avoid - culturally relevant, emotionally resonant work that lasts.