Wilderness Society

Overview

The Wilderness Society’s (TWS) vision is to support the intact ecosystems that make all life possible – including our own. The core of their work is in environmental advocacy, fighting for laws that will protect Australian nature and wildlife for generations to come. 

TWS was an appeals-based client with Marlin at the time they approached us to refresh their Gifts in Wills (GIW) program and improve their Bequest Relationship Journey. They had chosen to partner with us because they loved the strength of our creative output and the results it garnered. This, coupled with Karl’s extensive experience in the GIW space, made it an easy decision for them to work with us once again.

Problem

The Wilderness Society wanted our help to re-think, refresh and align their GIW program to the organisation’s rebrand.

Solution

The solution was an appeal that tapped directly into the long term vision of TWS supporters. A concept that is driven by a personal legacy, ‘Your Legacy is Life’.

Results

They have seen a significant increase in donor engagement and conversions with over 600 new bequestors since the GIW relaunch.

The Challenge

The Wilderness Society wanted our help to re-think, refresh and align their GIW program to the organisation’s rebrand. Although they had a mature bequest program, previous attempts to refresh materials failed to resonate with existing supporters. 

In particular, TWS wanted help creating a more consistent message and journey that communicated what leaving a gift in Will says about a bequest prospect’s commitment to the Wilderness Society; and ultimately their commitment to the future of Australia’s natural environment. 

The supporters we would be speaking to were already familiar with the work of TWS, and many, proud members of the organisation. They hold a profound love of nature and a shared sense of victory in TWS’ campaigns for change.

Knowing this, our challenge was to create materials that held positive inspiration for these supporters and the organisation’s large list of bequest prospects that had been curated off the back of long term support and outreach events. There was a huge sense of urgency to connect with this audience.

The Solution

The solution was an appeal that tapped directly into the long term vision of TWS supporters. A concept that is driven by a personal legacy, ‘Your Legacy is Life’.

A lot of damning statistics about the state of the natural world are used to support the organisation’s existence. We wanted to steer away from this to create a program centred on the remarkable achievements of TWS to date, focusing on building a great sense of hope for what can be accomplished well into the future. 

The outcome was a program that feels alive, gutsy and focused on the big picture with communications that effectively guide and inspire supporters to make the most profound decision of their life. 

For example, the Marlin team created a clear and structured bequests pack which broke down the steps of leaving a Gift in Will with a simple follow up-process, ensuring donors felt supported and motivated throughout their journey. Complemented by high quality photographs and hard-hitting copy, the end product was a moving appeal that captured the spirit, depth and profundity of leaving a bequest.

The Results

Equipped with the resources to initiate conversations with confidence, relationship managers at TWS have been able to successfully inspire and maintain new bequest relationships. 

As a result, they have seen a significant increase in donor engagement and conversions with over 600 new bequestors since the GIW relaunch.

Wrapping up

Our knowledge and skills in the GIW space combined with a deep understanding of the TWS brand were pivotal to the program’s success. To achieve the latter, we took a highly personalised approach, developing a close client-partner relationship that helped to ensure the materials we created aligned with the organisation’s core values and mission, as well as their audience’s connection to it.