The challenge
Save the Children UK (SCUK) wanted to elevate their legacy giving proposition – to align it much more closely with their recently refreshed brand. While SCUK had invested significantly in their brand identity, they needed a compelling and insight-driven legacy proposition to resonate with supporters and drive future campaigns. Having previously developed the Save the Children International proposition, Different Kettle was uniquely positioned to meet this challenge!
Our solution
We began with a thorough phase of research to understand SCUK’s audiences and legacy giving attitudes. Hypotheses were crafted and tested through ethnographic depth interviews with supporters across the UK. These interviews explored participants’ lives, views on legacy giving, and perceptions of Save the Children. Participants also reviewed stimulus from other charity campaigns to identify the tones and themes that resonated most.
The proposition we developed captured supporters’ shared values: the belief that children matter, the desire to continue making an impact after their lifetime, and trust in Save the Children’s expertise and global reach to deliver lasting change. Creatively, the proposition leaned into the authenticity of Save the Children’s brand identity, celebrating real children – mischievous, vibrant, and full of personality. The visual identity complemented the brand, emphasising simplicity and storytelling.
Outcome
The new legacy proposition has given SCUK a powerful, insight-driven framework for legacy giving. The proposition aligned seamlessly with their brand, reinforcing the enduring value of their work and their supporters’ impact. We delivered a complete toolkit to empower internal fundraisers and creatives to roll out campaigns effectively, ensuring consistency across all touchpoints.
Related Work
Clients
We’re so proud to work with with a wide range of incredible charities and organisations. Our partnerships cover everything from animal welfare and disability support to humanitarian aid and conservation, showing our dedication to making a real difference across some of the world’s most important causes.
