Case Study: Canal & River Trust grows legacy gifts in wills with Cherry Tiger

Canal & River Trust fills all legacy events with Cherry Tiger

Cherry Tiger worked with the Canal & River Trust to address the challenge of sporadic and underdeveloped legacy giving programs. The charity needed to raise awareness and encourage gifts in wills among its long-standing supporters, aiming to build a considered journey rather than making direct requests.

The solution involved creating a multi-channel engagement strategy. Cherry Tiger developed inspirational editorial content for the Waterfront magazine, designed a digital-first legacy enquiry pack, and executed personalized mailings for fully-subscribed regional events. These efforts successfully built a structured journey from awareness to consideration, setting the foundation for increased legacy gifts and a planned rollout of more events.

Canal & River Trust