Shaping the Future: Gifts in Wills Guide

As the University of Warwick approached its 60th anniversary, it was preparing to refresh its brand and communicate its philanthropic priorities for the years ahead. Despite being one of the UK’s leading universities, many potential supporters were unaware that Warwick is also a charity. Research showed that while alumni felt warmly towards the university, they did not always realise their generosity could directly fund research, student support and sustainability initiatives.

The brief was to create a Gifts in Wills guide that inspired both alumni and non-alumni to consider leaving a legacy to Warwick. The guide needed to make the process simple to understand while showing the extraordinary impact such gifts can have. It also had to build trust,warmth and confidence in a topic that can feel sensitive or complex

The project helped Warwick establish a clear and inspiring voice for legacy giving, positioning the university as a charity with real social and global impact. It gave potential supporters the practical tools and emotional motivation to take action, and provided the university’s philanthropy team with a key resource to begin meaningful conversations with donors.