Reframing legacy giving through qualitative insight
Challenge
We were tasked with creating a powerful, enduring legacy proposition that would resonate with their very close community. With many supporters living with the condition, we knew that any proposition would have to come from a real-world understanding of myeloma.
Solution
With such an emotional and painful reason for supporting the cause, we felt that qualitative research was essential. We created safe 1:1 conversations so donors could discuss their personal experiences and motivations. Our research discovered that the common motivator was the hope of finding a cure. This led to our core proposition: ‘Be the difference between treatable and curable’.
Result
The proposition gave Myeloma UK a distinctive, future-facing platform for sustained stewardship, which put legacy giving at the heart of the journey towards curing myeloma.
