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Having refreshed their brand and refocused their legacy strategy on cold as well as warm audiences, Tearfund needed to redevelop their legacy proposition.

The charity had an internal design team who produced several ideas for a new proposition, but needed support to ensure that those ideas were optimal for gifts in wills fundraising.


We were able to consider the positive and the negatives of each suggested proposition through the lens of academic research. In particular, we recommended major revisions to this age-driven proposition, based on the insight that, in a mortality-related situation, people don’t see themselves as old, and even rate older people more negatively. It’s likely to be too psychologically challenging to bring together a message about ageing and a message about legacy.


Rather than touching on the more psychologically troubling aspects of ageing and death, the final proposition built on the concept of symbolic immortality. It to the core Christian values of the supporter, which they could continue through their legacy gift, alongside the lasting tangible impact that they would make