Scope had recently invested in recruiting potential gifts in wills supporters via social media. The approach was working well in generating interest, but they didn’t have a journey to take those interested people on. At the same time, analysis showed that Scope supporters left a smaller share of their estate to Scope and that their gifts were more likely to fail than those to other organisations: potentially because of a historic lack of legacy supporter stewardship.
Depth interviews with Scope gifts in wills supporters told us that people really appreciated the experiences they’d had with organisations where they felt valued as an individual, and appreciated as part of a community of like-minded people. This was particularly important for people with lived experience of disability who had had to fight to be valued and appreciated throughout their lives. These key insights became the principles around which the journeys were designed.
We used these key insights to develop new journeys for people who were interested in Scope’s gifts in Wills advertising, those who had enquired about legacy giving and people who had already committed to leaving a gift. The journeys were designed to work in the digital space for those who had expressed an interest via social media, and across channels for those who had been in touch in other ways.
Legacy Voice has truly been one of the best agencies I have worked with in the sector. They listen and understand our needs,
generating fantastic ideas and plans which meet objectives, benefitting our charity and our supporters.
Nicola Hall, Product Manager, Legacies – Royal British Legion
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