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> Index of every page on this site: [llms.txt](https://raw.london/llms.txt)

# RELAY

The Brand & Legacy Long-Game

16.09.2026

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!**

*Watch on-demand now*

New to Relay?

### Here’s everything you need to know

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.

[Learn more](https://raw.london/relay)

Past events

- [![Relay // The Brand \& Legacy Long Game](<https://a2.storyblok.com/f/289672313529140/1920x1379/c2ccee6a81/curzon_ext_2_lo_contrast.jpg/m/800x574/smart/filters:quality(85)>)16.09.2026<h3>Relay // The Brand & Legacy Long Game</h3>

  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.](https://raw.london/relay/relay-brand-legacy-long-game)
- [![Moments to Movements: Campaigns that Shift Culture ](<https://a2.storyblok.com/f/289672313529140/6342x4228/328e88979d/relay_moments.jpg/m/800x534/smart/filters:quality(85)>)13.05.2026<h3>Moments to Movements: Campaigns that Shift Culture</h3>

  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.](https://raw.london/relay/relay-moments-to-movements)
- [![Creative Confidence: Why Brave Work Wins — and How to Get There](<https://a2.storyblok.com/f/289672313529140/800x575/0c8eb6863d/curzon_ext_2.jpg/m/800x576/smart/filters:quality(85)>)11.02.2026<h3>Creative Confidence: Why Brave Work Wins — and How to Get There</h3>

  Bold campaigns from bold speakers, featuring Save the Children, Breakthrough T1D, Arthritis UK, Alzheimer’s Research UK and JAA Media.](https://raw.london/posts/relay-creative-confidence)
- [![2025 in Review: Lessons, Trends \& What’s Next for the Charity Sector](<https://a2.storyblok.com/f/289672313529140/2880x1398/a7f51bbc12/relay_panel_dignity-diversity.jpg/m/800x388/smart/filters:quality(85)>)26.11.2025<h3>2025 in Review: Lessons, Trends & What’s Next for the Charity Sector</h3>

  Key trends and the biggest lessons from RSPCA, Amnesty International, Prostate Cancer UK and JAA Media.](https://raw.london/posts/relay-2025-recap)

[See more events](https://raw.london/latest)

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## Sitemap

See the full [sitemap](https://raw.london/sitemap.md) for all pages.