
Power with Generations

The challenge:
Stephen Lewis Foundation (SLF) wanted to revitalize their legacy giving programs and differentiate them from other fundraising being conducted. They also wanted to inspire more people to connect based on the values of SLF.
What we did:
We first undertook foundational insights which included a Legacy BENCH and full program and competitive audit, then developed a powerful legacy-specific fundraising proposition that drove all legacy for the organization, including:
- Built a new legacy strategy including a fundraising proposition and go-to-market plan to reach the wider owned and public audiences
- Developed a creative platform (incl. visual identity and core messaging) connected to legacy giving
- Updated the website and landing page for legacy to ensure best practices and inspirational storytelling
- Created campaign assets for an integrated legacy campaign
- Developed a series of onboarding and annual donor journeys connected to legacy giving, targeted to distinct donor segments including the backbone of the program: grandmothers
- Provided OOH materials to support legacy giving across key public events

The result:
- Identified new audiences and opportunities to expand legacy engagement across SLF network
- Uncovered key values that drive engagement and content, which guided the new legacy proposition. The proposition is the foundation of all strategic execution for legacy.
- 12 new campaign assets were created including email templates with key messages and social media ads that allow SLF to utilize assets in an evergreen program
- Campaign has driven over 100 expectancies and 350 hand raisers and is still being used to inspire and engage (3 years later)

