The British Red Cross wanted to inspire and motivate their legacy supporters throughout the year. Strengthening their relationship with their pledgers, intenders, enquirers and considerers - making them feel they really matter and convinced of the value of leaving a gift in their will.
Since we launched Life Matters in Spring 2015, we have produced five issues of this distinctive bi-annual newsletter - each issue going out to over 67,000 vital supporters. A variety of stories and articles – brought to life with engaging photographs and quotes, and grounded in statistics – demonstrate the impact that the Red Cross is having (both locally and internationally) thanks to gifts in wills. As well as showing how vital legacies are and reinforcing that pledging was the right decision, Life Matters builds their connection with the brand through consistent design features and tone of voice.