Plan International Logo

The client:  Plan Canada, a not-for-profit dedicated to advancing children’s rights and promoting equality for girls in developing countries.

The need: Plan Canada wanted to encourage donors to consider the not-for-profit in their legacy giving plans by explaining the benefits of legacy gifts while promoting Plan Canada as a worthy organization for charitable giving.

The plan:

Develop a booklet that provides an overview of legacy giving along with two brochures that offer more details about the two main types of legacy gifts. 

The result:
Simple but impactful messaging clearly explains legacy giving, how it works and its benefits

Real-world examples use data and stats to illustrate the transformative impact of legacy gifts

Powerful, evocative imagery breaks up the copy, making it more accessible while forging a visual connection to the content