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Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
Good Bites...legacies 14_09_2011
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Good Bites...legacies 14_09_2011

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The UK legacy market is estimated to be worth around £1.9 billion* a year yet many charities struggle to create effective strategies and communications that tap into this. …

The UK legacy market is estimated to be worth around £1.9 billion* a year yet many charities struggle to create effective strategies and communications that tap into this.

Striking the right balance between inspiring a supporter to want to leave you a legacy and overcoming the barriers that stop them doing so is essential within your legacy marketing strategy. Only by understanding people and their motivations, then using this insight effectively, can you create the right offer (not ask!) that genuinely engages, inspires and reassures.

Speakers Roger Lawson, Strategy & Planning Director, Paul Newman, Senior Planner and Debbie Clark, Planner, The Good Agency shared some of the most effective legacy marketing in the sector. Rob Cope, Director, Remember a Charity shared insights on how Remember a Charity can share your burden.

* Legacy Foresight 2009

Published in: Business, Automotive
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  • £2 billion Legacy Foresight forecasting £5.3 billion in real terms by 2050
  • 1 in 15 people leave a gift to a charity = 15 to 1 160,000 charities = 2.4million to 1 Even taking into account that people will leave gifts to >1 charity, ½ million to one
  • Start with barriers: RNID example of how we shoe horned Family first into the core proposition Positioning: Save the Children Relevance: ARUK / AICR Shared Values: CRUK Interest to Action – just demonstrates that you cant inspire interest with barriers – barriers tick of reservations of whether it’s the right thing to do further down the decision tree. People don’t remember what you said. They remember how you made them feel .
  • But only as it applies to your charity
  • New brand – A million voices for Nature Needed to bring legacy giving in line with Moments Campaign Proposition – Help us protect nature forever Brought legators to the forefront of the campaign
  • People often want to make a gesture of thanks Appreciation of care for self or loved one Has to work as an offer this is a great way to give thanks Not communicate an expectation or place a burden
  • Everyone has their own reason for supporting cancer charities their won cancer experience, that of a friend or loved one, life or death, in thanks etc the job that legacies have to do is remind them of their own reason not tell them what their reason is
  • Values live on Adrian Sargeant
  • The structure of your income is not inherently interesting Inside-out thinking Is it a lot, or a little?
  • Action for Children Proposition “Be remembered” Not about overcoming barriers - but about benefits to legator
  • Ethiopia of particular relevance to donors
  • About consideration Planting a seed About reminding people of THEIR reasons Long term
  • Many legacy communications are very circumspect Can feel organisational and bureaucratic Some charities do manage to make legacy messaging emotive
  • Research tell us that people leave legacies to RNLI because of volunteers NOT beneficiaries
  • Transcript

    • 1. 14 th September, 2011 Good Bites… On Legacies
    • 2. Roll up… Roll up
    • 3. Roll up… Roll up The legacy proposition generator
    • 4. Roll up… Roll up The legacy proposition generator
    • 5. Legacy proposition generator
    • 6. It’s all the same British Red Cross Great Ormond Street Hospital Shelter WWF Cancer Research UK Alzheimers Society Christian Aid The Horse Trust Macmillan
    • 7. Getting someone to leave you a gift is difficult
    • 8. Our sector has forgotten the basics
      • People give to people
      • Before we reassure, we have to inspire
      • Emotion first, then the rational argument
      • People don’t remember what you say… … they remember how you make them feel
    • 9. Inspiration Action
    • 10. It’s a story INSPIRATION BARRIERS RELEVANCE SHARED VALUES CLOSENESS TO CAUSE EXPERIENCE FAMILY 1ST PEOPLE LIKE ME DO THIS TYPE OF THING LARGE / SMALL GIFTS IMPORTANCE OF LEGACY INCOME OFFER NOT ASK PARTNERSHIP CONTINUATION OF ORGANISATIONAL MESSAGE ACTION POSITIONING VISION IMPACT
    • 11. Inspiration = Proposition + Craft
    • 12. Propositions to consider
    • 13. Future generations
    • 14. Future generations
    • 15. Future generations
    • 16. Partners in achieving change
    • 17. Partners in achieving change
      • “ Remember the RSPB in your will and we can continue restoring and preserving the world’s natural habitats. Which means that future generations can experience a world as magnificent as the one you live in.
      • “ Together, we can make sure these incredible moments last forever.”
    • 18. Partners in achieving change
    • 19. Personal versus landscape level
    • 20. Personal versus landscape level
    • 21. Appreciation / Thank you
    • 22. Personal to target audience
    • 23. Personal to target audience
    • 24. Personal to the target
    • 25. Shared Values
      • Spirit of humanity
      • Heritage
      • Ethos
      • Beliefs
      “ Appalled at the suffering of those left to die due to lack of care after the Battle of Solferino, Henry Dunant proposed the creation of a neutral and impartial organisation to help relieve suffering in times of war. So the Red Cross Movement was born. Just as Henry Dunant was moved to help his fellow human beings in a time of great suffering, you too can reach out a hand of humanity to those in distress years from now. By including a gift in your will to British Red Cross, you can help to keep the spirit of humanity alive through whatever is to come.”
    • 26. Shared Values
    • 27. Shared values
    • 28. Vision
      • “ Make a lasting stand against the injustice of poverty – for this generation and the next.”
    • 29. Vision
    • 30. Craft
    • 31. Reasons to believe
    • 32. A legacy is an offer, not an ask
    • 33. Brand promise
    • 34. Brand promise
      • “ Gifts in Wills are absolutely vital to our work. They enable us to look to the future, invest in long-term programmes, and plan for a world where no child is born to die.”
    • 35. Over the long term
    • 36. Emotive
      • “ A gift that could change a million lives”
    • 37. Relevant to motivations
      • “ The work of our crews relies entirely upon the generosity of people like you.
      • Please consider how a gift in your Will could help save lives for years to come.”
    • 38. Please remember… Proposition + Craft = Inspiration Action
    • 39. Thank you

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