Simplifying Generosity to make more good happen

The Gift Trust operates a Donor Advised Fund, helping connect donors with suitable charities, aligned to their personal goals and values. However, as it grew, it was finding it was attracting too broad an audience - from high net worth individuals, through to people wanting to donate a very small amount.

It quite simply couldn’t serve them all well, and had to make a call as to where it was going to ground itself and its offering.

Chris workshopped the brand positioning and priority audiences with the Board, which came down to two core groups – high net worth individual donors, and businesses wishing to make an impact in the markets they served.

Chris then conducted in-depth customer interviews that uncovered these customers didn’t want to ‘leave a legacy’ sometime in the future. Rather, they wanted to make some real good happen in the world right now, but it was often just too difficult for them to find the right charities to support, let alone know they are actually doing good with their money once it’s handed over.

These insights led to the creation of a core brand idea – ‘Simplifying Generosity’ – which focussed The Gift Trust on its role in making giving easy and enjoyable – and brought to life through the customer promise of ‘Make Good Happen’.

Chris then worked with The Gift Trust to create a new brand voice, story and messaging hierarchy, including the creation of three distinct value propositions – to their two core customer groups, plus people who refer these customers on to them.