Integrated Legacy Campaign

The strongest legacy campaigns are designed to speak to donors through many channels, to reach them where they are.

Cuso International hired Good Works to help them connect more fully with their legacy donors by designing and executing a multi-channel, multi-year legacy campaign.

We began by creating a new, inspiring, story-based brochure, full of beautiful pictures that bring the program beneficiaries, donors, and staff to life. This booklet used compelling storytelling to encourage donors to give a gift in their Will by illustrating real-world impact. This booklet is essential to any legacy campaign: it’s a great leave-behind tool, or can be sent to those donors requesting more information.

Next, we redeveloped the planned giving section of Cuso International’s website. Working within the existing architecture of the site and re-using elements of the booklet, we updated the website copy to focus on the all-important ‘why’ of giving a legacy gift as opposed to the mechanics of the ‘how’, and to answer some commonly-asked questions about making bequests.

At the same time, we designed a persuasive planned giving letter series that ultimately helps to identify potential and current bequesters. Using a highly personal autobiographical approach, signatories tell their story, but also get budding bequesters to self-identify.

The campaign also included a one-page advert as well as a legacy-infused letter from the editor that was included in their magazine.

The result was that planned giving information was offered through various channels making the impact of each channel greater, over time.

“The Good Works team has been a pleasure to work with. Their passion for telling great stories has opened my organisation up to new legacy gifts while also allowing me to deepen my personal connection to current donors. I recommend them to other organiZations on a regular basis.”

Leah Miller
Manager, Major Gifts and Legacy Giving
Cuso International

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