Legacy Campaign of the Year 2025

Christian Aid: Faith Will campaign

A game-changing Legacy innovation, launched in June 2023 by Christian Aid brought together key faith partners: The Church of England, The Church of Scotland and The Quakers in Britain to launch a joint legacy campaign called Faith Will. With strong partnership at the heart of the campaign, they broke new ground in the sector, coming together to ask congregations to consider leaving a gift to both their church and to Christian Aid, addressing both local and global need.

In their pilot year, they engaged more than 200% of their target number of churches, kickstarting legacy conversations across the UK. They successfully tested a partnership campaign model and have since grown to an incredible seven denominational partners for Faith Will 2025. The campaign is evolving and starting to build a movement. Faith Will 2025 will see the introduction of ‘Faith Will Week’, building momentum for even more partners to get involved.

The judges said "This campaign has generated significant future legacy income and enabled the charity to connect with previously unknown supporters. Central to the campaign rationale is partnership - core to the way Christian Aid works. The campaign is superbly innovative, clever, insightful and a genuine and rare example of successful fresh thinking."