Legacy Giving Campaign | Consortium of Catholic Foundations
Project Overview
When the Consortium of Catholic Foundations approached us to help motivate legacy and long-term giving among their 60+ member dioceses, we knew traditional, statistics-heavy fundraising videos wouldn’t cut it.
The foundations themselves already deeply understood the technicalities, tax laws, and logistics behind estate planning. What they needed wasn’t financial expertise—it was a partner who understood the heart and the deep emotions of giving. They partnered with Keys and Cross Media to bridge that gap, translating complex long-term giving into a profound, visual testament of faith.
Our Approach: Storytelling Rooted in Faith
Given the creative freedom to conceptualize the project, we bypassed generic marketing speak and relied on the beauty and shared experience of the universal Catholic faith. We framed the narrative as an intimate letter from a parent to a child. The voiceover walks through the quiet, constant presence of the Church—from the joy of baptisms to the comfort found during unexpected grief—culminating in the poignant decision to treat the church as an “additional child” in a family’s will.
Because a mission of this magnitude deserves a cinematic canvas, our cinematography prioritized stillness, natural light, and the quiet moments of prayer and community that every parishioner recognizes.
Universal Resonance with a Local Touch
While the core narrative speaks to a universal truth, we understood that each of the 60+ participating foundations serves a unique regional community. To ensure the video felt native to each diocese, we designed the project to be entirely customizable.
Beyond simply updating logos and end-screens, we provided member foundations the option to send in their own local b-roll. We seamlessly wove this regional footage into the master edit, allowing each diocese to reflect the specific faces, sanctuaries, and character of their own community while maintaining the premium, cinematic quality of the overarching story.
The Impact
By leading with empathy and capturing the true heart of stewardship, this campaign successfully shifted the conversation around legacy giving. It provided Catholic foundations nationwide with a deeply moving storytelling asset that honors the donor’s faith journey and protects their vision for the future of the Church.
