Gifts in Wills (Stroke Foundation)

Gifts in Wills speak to 3 groups of users: Thinking, Deciding, and Done.

We wanted to craft a website experience that delivers relevant information to our audience groups - an experience more in sync with the team's offline efforts - to help us inspire Gifts in Wills supporters.

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‍Gifts in Wills speak to 3 groups of users:

Thinking - “I might leave a gift to a charity. I have a connection to stroke.”
Deciding - “I have a connection with SF or to the cause, and I'm thinking of leaving a gift to the Stroke Foundation.”
Done (DBBS members) - "I've committed to leave a gift to Stroke Foundation. (I've written my Will)"

In order to ideate and prototype a feasible solution, we considered:

What users at each phase are thinking and asking;
What the GIW team wants them to learn, think or do;
How the webpage could help do that; and
What content could help achieve it;

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Landing page

Our primary audience of the landing page are the Thinking & Deciding groups.

In order to garner support from the Thinking and Deciding groups, our landing page is designed to address their key questions:

Why should I leave a Gift to Stroke Foundation?
What can I leave as a gift?
How do I leave a gift in my Will?

Following the answers to these essential questions, we share success and supporter stories to assert and inspire our audience.

The 'Why'

The main focus of this page is to address our "Thinking" audience.

This page serves to illustrate how contributing a gift to the Stroke Foundation can make a transformative impact on lives, and how their gift can leave a lasting legacy.

We back up our words with stories of people whose lives have been profoundly changed by the generosity of our supporters.

Subsequently, we guide them toward the next stages of engagement, addressing the "What" and "How".

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The 'What'

The primary target audience for this page comprises the "Thinking" and "Deciding" groups.

Here, our aim is to inform about the various types of gifts they can contribute while dispelling the misconception that one needs to be affluent to make a meaningful gift.

We seek to inspire and motivate by sharing relatable stories of everyday Australians who have left an extraordinary legacy through their support.

Likewise here, we then guide them towards the next step in the engagement process that focus on “How”.

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The 'How'

Our primary audience of this page is our Deciding group.

Here we inform our audience about:

the steps to take to decide on their gifts
toolkits (booklet downloads) to help decide their legacy/story
where to write their Will
wordings for their Will

We encourage completing their Will for free via our Will partners.

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At the F&P Big4 Conference 2024, our GIW website was recognised as best practice during a session on websites - for effectively tailoring content to meet the needs of our target audiences to achieve positive results.