In response, we changed the language around the term Legacies (replacing it with the phrase ‘Future Giving’) to try and re-set perceptions and to appeal to a broader audience. The over-arching campaign concept, ‘Beyond incredible’, is designed to recognise the amazing contribution of a range of Legacy-givers of all ages and types. The use of the word ‘beyond’ echoes the idea of leaving a gift that impacts ‘beyond’ donors’ lifetimes as they pass into the ‘beyond’. This idea also enabled the charity to make the donors feel like ‘heroes’ by recognising their generosity as being ‘beyond incredible’.

This campaign work was not only successful in meeting its objectives and encouraging new ‘Future Gifts’ to be left to the charity, but it was also a finalist in two categories of the prestigious 2025 Smee & Ford Legacy Giving Awards for ‘Legacy Campaign of the Year (Income Over £3m)’ and ‘Best Creative Partner to the Legacy Sector’. The Jewish Care team won the award for ‘Legacy Fundraising Team of the Year’ and we are proud to have helped them achieve this amazing success – competing against some of the UK’s best-known charities.