Rob Cope, Remember a Charity

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  • 560,000 deaths today
  • Rob Cope, Remember a Charity

    1. 1. <ul><li>Growing your legacy income </li></ul><ul><li>Rob Cope </li></ul><ul><li>Director, Remember A Charity </li></ul>
    2. 3. The UK legacy market
    3. 4. Despite fewer deaths, bequests up 2% pa
    4. 5. Mid-sized charities are gaining share
    5. 6. Contemporary causes are growing fastest
    6. 7. Local charities outpace national brands
    7. 8. The legacy world is changing
    8. 9. Deaths will grow by a third by 2050
    9. 13. 615,000 deaths 7,500 additional charitable Wills
    10. 14. Family First Lack of Salience Not the social norm Legacy has to be large No flexibility with legacies <ul><li>Legacies are not something that regular, everyday people do </li></ul><ul><li>There is a (media-driven) perception that legacy givers are: </li></ul><ul><ul><li>Wealthy eccentrics; famous celebrities </li></ul></ul><ul><ul><li>People who have a grudge against their kids </li></ul></ul>Rarely discussed; rarely thought about… “ It just hasn’t occurred to me…..I’ve never really thought about it” Legacies are just not on the radar ! Strong perception that ‘a legacy’ has to be a large amount “ You only hear about big legacies, don’t you…..not small ones” … because legacy giving linked with celebrities, wealthy eccentrics Didn’t know that can leave fixed amount or % Didn’t know that can change a legacy amount …… uncertainty about future circumstances is a major barrier for some “ For me ….and I would expect lots of people…. it’s family first, charities second”
    11. 15. Major motivations for giving a legacy… Helping an organisation you have a long term affinity with Knowing that another family member has left a legacy ‘ Repaying’ a charity for helping someone you care for THE primary motivator for many legacy givers Repaying a debt Personal relationship Knowing someone
    12. 16. Legacy giving = powerful emotions …… Deep sense of self worth “ It’s a pride within yourself…it makes you proud of the way you’re living your life” Passing on the ‘family culture’ “ It’s continuing the family ethics…I feel I’ve been brought up right, and I want to pass that on to my kids” ‘ Repaying’ the debt “ I have put Macmillan in my will...I just had to for what they did for my friend…they were so wonderful” The marketing / communications materials need to tap into these emotions Heartfelt gratitude Inner satisfaction Family values
    13. 17. <ul><li>Top 10 tips for preparing for 2012 </li></ul>
    14. 18. <ul><li>Set out your vision of where you want </li></ul><ul><li>to be and why </li></ul>
    15. 19. <ul><li>2. Connect with your cause with passion, inspiration and emotion – collect, inspire, tell stories </li></ul>
    16. 20. <ul><li>3. Define the impact your donors make that inspires and satisfies </li></ul>
    17. 21. <ul><li>4. Focus on conversations – directly or indirectly, not pledges </li></ul>
    18. 22. <ul><li>5. Build and deliver a systematic method of engagement, follow up and stewardship – a personal experience </li></ul>
    19. 23. <ul><li>6. Make your whole organisation capable of legacy fundraising through – knowledge, tools, confidence </li></ul>
    20. 24. <ul><li>7. Integrate everything </li></ul>
    21. 25. <ul><li>8. Gain insight every day and act on it </li></ul>
    22. 26. <ul><li>9. Find and keep great people – staff, volunteers, trustees, leadership </li></ul>
    23. 27. <ul><li>10. Be deliberate, unafraid, positive and aspirational </li></ul>
    24. 28. <ul><li>The strategy is engagement </li></ul><ul><li>The outcomes are whatever they tell us </li></ul><ul><li>The goal is to help them make a gift </li></ul>Back to the future…
    25. 29. Thank you for listening

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