The Wilderness Society Gifts in Wills refresh
Forever Wild. Protecting what matters, for generations.
Overview
The Wilderness Society partnered with Marlin to refresh its Gifts in Wills programme and supporting materials, ensuring the Forever Wild proposition continued to inspire action and commitment for years to come.
Originally developed in 2019, the Forever Wild programme had become an important part of The Wilderness Society’s legacy fundraising. Over time, however, both supporter expectations and the organisation’s donor care approach had evolved. Together, we saw an opportunity to strengthen the proposition, deepen emotional connection and bring greater clarity and confidence to the experience of leaving a gift in a Will.
Working closely together, we refreshed the full suite of Gifts in Wills materials, creating a cohesive, reassuring and aspirational experience that honours supporters’ values while making legacy giving feel clear, meaningful and achievable.
Problem
Inspire long-term supporters to see leaving a gift in their Will as a natural, hopeful extension of their lifelong commitment to nature.
Solution
A refreshed Forever Wild experience that makes legacy giving feel clear, meaningful and deeply aligned with supporters’ values.
Results
A refreshed Gifts in Wills programme that supports long-term commitment and reflects The Wilderness Society’s enduring vision for nature.
The Challenge
The Wilderness Society’s supporters are deeply engaged, values-driven and emotionally connected to nature. Many have supported the organisation for decades and are already aware of the importance of legacy giving, but have not yet taken the step to act.
The challenge was to strengthen the Forever Wild proposition without losing its integrity or moral clarity. The refreshed materials needed to reassure supporters that leaving a gift in their Will is both powerful and simple, while clearly showing how their legacy contributes to protecting Australia’s wild places for generations to come.
The experience also needed to feel uplifting and purposeful, shifting Gifts in Wills away from administrative complexity and towards a message of hope, continuity and shared responsibility.
The Solution
Together with The Wilderness Society, we refreshed the Forever Wild Gifts in Wills programme as a unified, values-led experience that centres pride, reassurance and long-term impact.
Marlin updated the core Gifts in Wills proposition and applied it consistently across a renewed enquiry brochure, letters, planner materials and supporting communications. The refreshed materials speak with quiet confidence and moral clarity, helping supporters understand not only how to leave a gift in their Will, but why it matters so deeply.
The tone is aspirational and sincere, reinforcing that a gift in a Will is a powerful expression of personal values and a way to stand alongside generations of campaigners protecting Australia’s wilderness. Clear structure, considered language and thoughtful design work together to make the process feel accessible, respectful and emotionally affirming.
The Results
The refreshed Gifts in Wills materials give The Wilderness Society a confident, future-focused foundation for legacy fundraising.
Supporters are now guided through the Forever Wild programme with greater clarity and reassurance, helping them feel proud of their decision and comfortable discussing it with family and loved ones. Internally, the organisation has a cohesive set of materials that clearly articulate the purpose, impact and emotional significance of leaving a gift in a Will.
