Assistance Dogs of the West relies on individual donations to help those with disabilities. To ensure this important work continues long after we’re all gone, legacy giving is imperative. But asking donors to consider their own passing, while approaching them for a piece of their estate, is a tricky proposition. To appeal to their better angels, I used an aspirational tactic, writing the hook “Remember when you wanted to change the world?” I also art directed all photography and edited copy and quotes.