As specialists in third sector legacy communications, we provide a comprehensive range of the services and products which justify and inspire gifts in Wills.

We offer the tools to guide internal engagement and confidence, and the campaigns and assets which will provoke consideration, enquiries, and pledges from your target audience.

Proposition development

Each of our legacy propositions is designed to inspire years of powerful and consistent communications which will convert a charity’s unique story into gifts in Wills.

Our rigorous creative process ensures all propositions are evidence based, audience specific and delivered with tools for internal application.

Audience research and testing

We conduct extensive literature reviews, industry analysis and live testing to inform and evolve our own processes.

We also run qualitative focus groups, quantitative online surveys and live A/B tests on social channels to guide and optimise projects.

Toolkits and strategy

We collaborate with internal teams to conceptualise, structure and refine bespoke five-year legacy strategies. These projects can include everything from analysis and consultation through to creation of copy platforms and individual campaigns.

Campaign creatives

We apply our extensive industry experience of legacy audiences, and academic research into giving motivations, to develop campaign creatives which meaningfully translate a charity’s narrative into impact.

Campaign assets

All of our legacy campaign assets are built from narratives specific to that charity, expertly crafted to inspire emotion and convert it into action.

This is the key thread that runs through all of our TV, radio and print adverts, online videos and articles, social media posts and stewardship materials.

What our clients say


Role and company

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Anna Kapitanec

Senior Legacy Engagement Manager

"We’ve thoroughly enjoyed working with Catsnake on our new Gifts in Wills proposition. We worked collaboratively and were really impressed by their creative and strategic thinking.  Their process is excellent and one that really got us thinking, bringing new ideas and innovations to our team.

We would highly recommend them and will be working with them in the near future!"

Nathalie Ormrod

Digital Campaign Manager
Gifts in Wills at UNICEF UK

"We loved working with Catsnake on our new Gifts in Wills TV advert. Their attention to detail and level of research in response to the brief was impressive.

Creatively, they brought something new to the table! The team were enthusiastic and innovative, whilst remaining true to the brand, and the whole process was a seamless collaboration."

Harvey Kirk

Senior Direct Marketing Manager, Legacies

"Catsnake create first-rate content, but it’s the professionalism and attention to detail throughout the campaign – their ability to actively monitor the performance throughout and optimise content mid-campaign, that really sets them apart.

The results speak for themselves, returning the most contactable Legacy leads we’ve ever seen for a digital campaign.  We’re already looking to work together on the next one."

Jenny Kronbergs

Head of Gifts in Wills

"It was great working with Catsnake to develop a new proposition for our legacy marketing programme. Catsnake are skilled at using evidence from audience research to consider the needs of our supporters, and translating this into well thought-through creative messaging.

They were great to work with and we’re confident that we’re moving forward with a proposition rooted in audience insight."

Vicki O’Hare

Head of Legacy Marketing

"The TV advert was a completely new venture for the RSPB’s Legacy Team.  Thanks to Catsnake’s faultless professionalism, passion and creativity it felt like they were an extension of our own team. Meticulous attention to detail and evaluation throughout the campaign lifecycle, resulted in ever increasing success.

Other departments were impressed and are now working with Catsnake on future projects!"

Ben Eden-Davies

Assistant Head of Individual Giving
St Mungo’s

"Catsnake have done an amazing job developing our new Legacy Creative proposition.

They were methodical, systematic and strategic but also highly creative and collaborative. We trusted their approach and expertise and allowed them to do what they do best. They understood the brief, the audience and ultimately created a proposition that is on brand but also stretches us."

John Hutchin

Head of Legacies
Greenpeace UK

"With increased investment in legacy marketing, and a priority to innovate in a digital space, Catsnake proposed a highly ambitious plan - and exceeded expectations!

Results speak for themselves, almost doubling our leads target and the lowest average cost per lead of any legacy campaign to date.  Greenpeace are now rolling out this ‘blueprint for success’ on a global scale."

Dan Carter

Global Legacy Director

"Developing our new Legacy Enquiry Direct Mail pack with Catsnake was a real pleasure.

Their planning, attention to detail and support throughout was excellent, as was the creativity in the three concepts provided. They interpreted the brief so well we could have used all three concepts for this appeal."