Rennie Grove Hospice Care
Legacy appeal campaign for
Rennie Grove Hospice Care to increase legacy donor uptake.
Brief
The brief was to refresh Rennie Grove Hospice Care’s legacy materials to increase their uptake amongst Legacy donors. Rennie Grove Hospice Care relies heavily on public support to raise around 89% of their annual running costs. The communication required a tone of voice that was specific to the Legacy field and adhered to their existing brand guidelines in order to appeal to a wide target audience.
Our approach
During the early stages of the project we set up a focus group, meeting with key volunteers, a legacy expert and retail managers to openly discuss the sensitive subject matter and gauge an appropriate direction for the new approach. From the insights gained, we explored how to incorporate these into the creative. The outcome was a look and feel that was more personal and sensitive.
Results
This creative was then implemented across a number of marketing materials: a legacy pack, leaflet, inserts, shop posters, A-boards and other assets.
Client
Rennie Grove Hospice
Industry
Hospices
Project type
Legacy Campaign
Deliverables
• Campaign concept
• A-boards
• Shop posters
• Leaflets
• Inserts
