Include a Charity (IAC)

Testimonial Video

Marlin partnered with Include a Charity (IAC), a social change initiative of the Fundraising Institute of Australia, to create testimonial videos encouraging Australians to leave a charitable gift in their Will.

While the challenge was clearly defined, meeting it required a thoughtful blend of strategy and creativity, something Marlin delivered with impact: make giving through a Will accessible, relatable, and inspiring, while breaking down common barriers such as perceived complexity, exclusivity, and discomfort around the topic.

This series empowers supporters to “Make Your Mark,” building trust in the IAC movement and encouraging first-time charitable bequests. Marlin’s Creative team worked closely with IAC to ensure the content felt compassionate, sophisticated, and hopeful, turning a traditionally challenging topic into an approachable and motivating experience.

The results? The testimonial campaign helped normalise leaving a gift in a Will by using relatable “people like you” storytelling to break down key barriers and shift perceptions around accessibility and complexity. By combining social proof with an empowering “Make your mark” message, it encouraged audiences to see legacy giving as achievable, meaningful, and worth taking action on.