In a project like this, choosing the right stories and storytellers was key.
We spoke with legacy donors and internal stakeholders to identify core values that connected people to Trans Canada Trail. In these discussions, themes of patriotism, a love of nature, an appreciation for history, and a connection to one’s fellow human were all common threads.
Those insights enabled us to build a mix of stories and storytellers that highlighted each value in its own unique way. Every storyteller used in the series is a current legacy donor, sharing their experience with and relationship to the Trail in their own way. This approach helps prospective donors to see themselves in the lives and feelings of people who’ve already made the jump – and invites them to imagine what it would be like if they, themselves, included a gift in their will.