Legacy Fundraising Campaign | Change Their World
Background
Mencap is a leading charity campaigning for and supporting people with learning disabilities and their families, working to improve lives and create a more inclusive society.
Following the success of a previous legacy campaign featuring Lord Rix, Mencap wanted to build on that strong foundation with a new legacy fundraising proposition that could inspire supporters to consider leaving a gift in their will.
The ambition was to create a campaign that reflected what supporters already believed about Mencap while giving them a powerful reason to continue that impact into the future.
The Challenge
Mencap invited us to develop a new legacy campaign strategy and creative platform that could strengthen engagement with existing supporters and encourage more people to leave a lasting gift.
The challenge was to move beyond simply asking for donations and create an emotional proposition that connected legacy giving with the supporter’s desire to create meaningful, long-term change.
The Creative Strategy
Great legacy campaigns are built around one powerful human truth: people don't want to be remembered for what they owned. They want to be remembered for the difference they made.
Our proposition, Change Their World, was built around a belief shared by Mencap supporters: that the charity is helping to create a fairer world for people with learning disabilities.
The campaign transformed that belief into an invitation, giving supporters the opportunity to play their own part in shaping that future.
Before developing the full creative, we tested the proposition and early concepts with people supported by Mencap and their families. Their positive response gave the campaign the confidence to move into full development.
The final creative centred around authentic storytelling, featuring a real family supported by Mencap. Rather than creating staged charity imagery, we focused on natural moments that captured personality, relationships and everyday life. This brought warmth, honesty and emotional depth to the campaign.
Alongside the creative development, we produced a complete suite of campaign assets and brand guidelines, enabling Mencap's internal team to continue using and evolving the proposition across future legacy communications.
Impact
Change Their World gave Mencap a distinctive legacy fundraising platform built around supporter belief, emotional connection and long-term impact.
By combining audience insight, fundraising strategy and authentic storytelling, the campaign created a stronger foundation for legacy conversations and helped supporters understand how their future gift could transform lives for generations to come.