Human Rights Campaign

Convincing LGBTs to give not just in the here and now, but the hereafter.
 
Fundraising expert Phyllis Freedman of Smart Giving presented us with an interesting challenge:
 
Help the Human Rights Campaign – the nation’s largest LGBT civil-rights organization – persuade its supporters to make a gift to HRC in their wills or trusts. Working closely with HRC clients Tricia Benson and Adam Swaim, we came up with a campaign of eight ads (which HRC’s in-house team will execute as print and digital opportunities arise, based on the concepts below) encouraging LGBTs to not only provide for their loved ones, but also leave a lasting legacy for HRC’s ongoing mission of LGBT equality.

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