How to Build a Branded Legacy Program that Raises Big Bucks: The Amnesty International Case Study
Wednesday, July 14th, 2021
1:30 PM - 2:30 PM: Breakout 2
In 2015, Amnesty International was looking to develop a proactive approach to its planned giving program, including marketing. At the time, Amnesty lacked a brand for the program and collateral materials to effectively motivate donors to consider a legacy gift. Amnesty needed to create positioning and creative direction for its legacy program, to not only reinforce with donors that it was a wise decision to leave a gift in their Will, but also to attract like-minded prospects. Amnesty adopted a systematic approach to conducting qualitative and quantitative research which produced key insights culminating in Amnesty's new legacy brand, Human Rights Guardian, as well as the design and execution of on-brand new collateral. Five years later, in 2020, Amnesty credits this transformation to their marketing, in part, to the exponential growth in their legacy program.
Learning Outcome #1
By attending this session participants will learn: Understand the strategic process for developing an emotive Legacy brand.
Learning Outcome #2
By attending this session participants will learn: Put new life in Legacy brand materials to tell your story in a way that motivates donors to want to leave your organization a gift in their Will.
Learning Outcome #3
By attending this session participants will learn: Discover the results that can be achieved when the process is effectively implemented.