How Legacy Giving Became
Visible and Actionable Online

The Challenge

Legacy giving is a meaningful but highly sensitive topic. UNICEF wanted to increase awareness around the idea of leaving a gift in one’s will to support vulnerable children worldwide. Because the subject is not widely discussed and often involves a long decision-making process, the campaign needed to do more than just generate visibility. It had to educate potential donors, create trust, and guide interested individuals through a careful and considered journey toward conversion.

Our Approach

We designed and executed a full-funnel strategy that supported potential donors at every stage of their journey:

Awareness
We launched emotional social media campaigns on Meta to introduce the topic of legacy giving and communicate its long-term impact in a compelling, accessible way.

Consideration
We guided interested users to dedicated landing pages through traffic campaigns and organic search improvements. These pages were optimized for clarity, emotional resonance, and a smooth user experience.

Conversion
We implemented lead generation campaigns to capture users interested in learning more or taking the next step.

To strengthen performance across the funnel, we also delivered conversion rate optimization recommendations to improve landing page performance and user progression

The Results

Over six months, the Legate campaign created a strong foundation for legacy giving awareness within UNICEF’s target audience. By combining emotional storytelling with a strategic channel mix and conversion-focused execution, the campaign reached more than 700,000 new users.

At the same time, engagement on the Legate landing page increased by 220% compared to pre-campaign levels. The result was not only stronger visibility for a complex topic, but also a scalable model for how non-profit organizations can use full-funnel digital marketing to drive both awareness and action.