ABOUT

Jewish Care is the leading health and social care charity for the Jewish community in London and South-East. This makes it a niche organisation, providing a range of services to a small audience. Given the significant number of Jewish-focused charities targeting a small number of people, Legacy campaigns are highly competitive.

The ‘Beyond Incredible’ campaign inspires audiences to leave a gift that transforms lives far into the future and celebrates donors who are incredible for leaving a Legacy that will impact ‘beyond’ their lifetimes. It replaces the word ‘Legacy’ with fresher-sounding ‘Future Giving’, breaking down barriers and broadening audience appeal.

THE BRIEF

Approximately 25% of Jewish Care's charity income comes from Legacy gifts, making Future Giving a financial lifeline for sustaining its support services – which range from care homes and mental health provision to bereavement counselling and social programmes for isolated elderly people.

However, within a relatively small Jewish community (approx. 288,000 people in the UK), over 150 Jewish charities compete for Legacy donations – often relying on dated messaging, overused language and a narrow donor demographic.

Jewish Care tasked Creative Clinic with reimagining Legacy marketing from the ground up – to shift perceptions, attract younger potential pledgers (30+) and inspire broader audience engagement. The goal wasn’t just to drive future donations, but to break down misconceptions, create emotional resonance and normalise the idea of ‘leaving a gift that lives on’ as a socially impactful action.

CONCEPT

The campaign idea, ‘Beyond Incredible’, was built to celebrate the act of leaving a Legacy as something deeply powerful, generationally meaningful and emotionally resonant.

It deliberately replaced the word ‘Legacy’ with a new term: ‘Future Giving’ – a strategic linguistic shift that felt more accessible, optimistic and human. This not only helped the charity gain ‘ownership’ of a fresh, ownable phrase, but also broke through misconceptions that Legacies were only for the old or wealthy.

The creative idea positioned donors as heroes of sort – recognising their choice to leave a Future Gift as something ‘beyond incredible’: a gift that lives on beyond their lifetime, and far beyond financial value.

The word ‘beyond’ became a unifying device – expressing time (life and after), value (above and beyond) and legacy (lasting impact). Messaging spoke directly to the emotional and communal motivations for giving – from helping future generations, to investing in a service they or a loved one may one day need.

A diverse range of supporter images (including younger couples, older singles and families) helped shift visual stereotypes, normalising and celebrating the breadth of people now seeing Future Giving as a meaningful form of social good.

EXECUTION

The campaign launched in February 2024 across Jewish and mainstream media, including print ads, social content, targeted direct mail and a new landing page on Jewish Care’s website.

• Visuals: Real, diverse people featured in emotive portraits alongside simple copy declaring them ‘Beyond Incredible’ – each one accompanied by heartfelt testimonials explaining why they had chosen to leave a Future Gift.

• Tone: Optimistic, warm and human – replacing legacy clichés with clear, emotive language rooted in impact.

• Engagement: Social media posts featured real-life donor and service user stories. A private art gallery event introduced the concept to high-value donors. Relationships were nurtured with legacy-friendly solicitors and accountants within the Jewish community.

• Reach: The campaign was distributed to Jewish Care’s 10,000+ mailing list and promoted in trusted Jewish press channels.

RESULTS

• The campaign led to a notable increase in the number of people informing Jewish Care of their intention to leave a gift in their Will.

• The campaign has helped attract a younger demographic of enquirers (under 50s), breaking a longstanding age barrier in legacy conversations.

• Internal teams reported anecdotal success: several supporters have directly cited the campaign as their reason for pledging.

• The 'Beyond Incredible' landing page has become one of the most visited on the Jewish Care website.

• The campaign is credited by the client as having refreshed a saturated space and repositioned Jewish Care as a leading voice in Legacy innovation within the community.

• Based on positive response, phase two of the campaign is now in development, including paid social media, digital content strategy and further outreach.

CONCLUSION

This campaign doesn’t just raise money — it shifts mindsets. It reclaims legacy giving as an act of dignity, empowerment and forward-thinking generosity. In a community where legacy marketing had become stale and exclusionary, the ‘Beyond Incredible’ campaign created space for new voices, broader audiences and future-proof funding.

By changing the language, reframing the benefit, and celebrating the act as one of lasting social good, we’ve helped Jewish Care inspire a new generation of donors – ensuring that their vital services continue not just today, but for many years to come.