The Brand & Legacy Long-Game
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In this Relay session, we explored how leading charities are reframing legacy propositions, connecting emotionally with audiences, and integrating legacy across their brand and fundraising activity.
We unpacked what’s working now, what’s not, and how to make legacy strategy a long-term priority rather than a campaign afterthought.
In a series of lightning talks, speakers from Speakers from Alzheimer's Society, Parkinson's UK, Macmillan Cancer Support and JAA Media covered:
Changing audience values, motivations and life stages
Evolving channel landscape
Role of storytelling
Importance of integration
Watch the full recording below!
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New to Relay?
Our Relay events are the meeting place of the charity sector, bringing together expert speakers, brilliant panellists, and insightful case studies in one unique package. Over 6 years, we’ve welcomed more than 2,500 attendees and 70 speakers - all bringing valuable insight to promote mutual growth across the sector.
Now, we’re excited to welcome our event sponsor, JAA Media, whose support will help us keep Relay free and open to charities large and small.
Past events
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In this Relay session, we explored how leading charities are reframing legacy propositions, connecting emotionally with audiences, and integrating legacy across their brand and fundraising activity. Speakers from Alzheimer's Society, Parkinson's UK and Macmillan Cancer Support unpacked what’s working now, what’s not, and how they're making legacy strategy a long-term priority rather than a campaign afterthought.
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Some campaigns raise money; others change how we live. From the radical rethink of perceptions to changing collective behaviours, the most successful social purpose campaigns do more than just ask for a donation - they shift the very fabric of our culture.
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Bold campaigns from bold speakers, featuring Save the Children, Breakthrough T1D, Arthritis UK, Alzheimer’s Research UK and JAA Media.
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Key trends and the biggest lessons from RSPCA, Amnesty International, Prostate Cancer UK and JAA Media.