Our work

British Heart Foundation

Legacy pledger stewardship


A magazine format annual summary for pledgers, with a complementary survey.

The challenge:

Gifts in Wills account for an incredible half of the British Heart Foundation’s income. But only 42% of pledgers actually leave a gift. 

That’s why we’ve been working with BHF to overhaul their pledger journey so that it caters for the full range of pledger motivations and needs; the annual summary is a vital part of that journey.

We were asked to create a communication that spoke to every pledger – and reassured them that, by leaving a gift in their will to the BHF, they’re making the right decision.

The solution:

The Pulse: an annual publication with a name that resonates, and stories that inspire.

Striking a balance between exciting features that bring pledge closer to the latest research achievements and charming human stories, The Pulse introduces pledgers to the people whose lives have been saved and transformed by Will Power.

Surprising layouts and intriguing stories grabbed attention, personalised spreads gave supporters a connection to the cause – and every single page was crafted to make pledgers feel a huge amount of warmth about what their Will Power is making possible.

The results:

Results have exceeded expectations! A 5.5% response rate to the survey we sent out was comfortably above target, and all key performance indicators were met. Just as importantly, we received incredibly useful feedback – helping us to fine-tune pledger journeys as we move forward.