Telstra (for Legacy)

Tom Donald, Dannika Coleman and Justin Graham

This case describes how Legacy, an Australian charity providing financial and associated assistance for injured veterans and the families of deceased soldiers, turned to its corporate partner, the telco Telstra, to foster new support from a younger demographic during its key fund-raising period of ‘badge week’.

Telstra (for Legacy)

Synopsis

Legacy is dependent on selling badges for a significant chunk of its funding. But young Australians – removed and isolated from the harsh reality of war – weren't connecting with the charity or buying badges in sufficient numbers.

By applying two bits of unexpected thinking to the problem – innovating the badge itself rather than looking for a communications solution, combined with using music to connect young people with Legacy – we were able to develop an innovative solution that increased donations over 700%.

An honourable charity with a looming funding problem

Legacy provides a much-needed...

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