School Plus Gifts in Wills program
Creating a legacy of lessons that last with School Plus.
Overview
Schools Plus partnered with Marlin to design and launch its first national Gifts in Wills program, supporting the organisation’s ambition to build a sustainable, long-term individual giving pipeline.
As a national not-for-profit working to close the education gap caused by disadvantage, Schools Plus supports under-resourced school communities across Australia. Their work spans learning gaps, wellbeing, First Nations education, rural and remote communities, and crisis and climate resilience.
Together, we developed a Gifts in Wills proposition and supporter experience that positions legacy giving as a deeply personal extension of belief in education, equity and opportunity for future generations.
Problem
Launching a Gifts in Wills program for new legacy audiences.
Solution
A connected Gifts in Wills experience across print and digital that supports confident legacy decisions and long-term relationships.
Results
The program established a trusted, emotionally led foundation for legacy fundraising, endorsed by Schools Plus leadership.
“This is awesome… How exciting to see a Gifts in Wills package of materials almost at fruition! I really love it. The writing takes an emotional approach rather than anything too fact-heavy or heavy-hitting.”
Sherrill Nixon, Chief Executive OfficerSchools Plus
The Challenge
Schools Plus was new to legacy fundraising, with most funding traditionally coming from trusts and foundations.
Introducing a Gifts in Wills program required careful consideration. Supporters needed to feel informed, respected and emotionally supported when considering a decision as significant as leaving a gift in their Will.
The program also needed to speak to multiple audiences, including philanthropic supporters, educators and school alumni, many of whom were unaware that leaving a gift in their Will was possible or how powerful that gift could be in shaping long-term educational outcomes.
The Solution
Marlin worked closely with Schools Plus to shape a complete Gifts in Wills experience, guided by a single, emotionally led idea.
Together, we developed a clear legacy proposition and brought it to life through a connected supporter journey.
This included an enquiry pack and welcome pack, a dedicated landing page and a tailored eDM series that supports supporters from first enquiry through to confirmation. Every element was designed to feel human, reassuring and easy to navigate, helping supporters understand the long-term impact of their legacy.
The Results
The completed Gifts in Wills program provides Schools Plus with a strong and confident foundation for legacy fundraising.
The enquiry and welcome packs create a considered first impression, while the landing page and eDM journey support informed, ongoing conversations with prospective legacy supporters.
