In crafting this legacy brochure, we faced an interesting challenge – one that many health charities will know all too well: how do you talk about future need for a disease that you’re hoping to cure?
Striking that careful balance was key to the MS Society’s legacy marketing. To find the right approach, we looked no further than the organization’s long-time donors. In speaking to them, we heard overwhelmingly the same message – that donors understood a cure would take research, that research would take time and funding, and that they wanted to play a role in that cure no matter when it came to be. By echoing these same sentiments in both the legacy brochure and other legacy touchpoints, Good Works was able to both make the case for future need for support and make deeper, values-based connections with prospective donors.
