The document provides a workshop on legacy marketing by Dylan Carroll of Barnardo's. It discusses why legacies are important, bringing in over £2 billion annually to charities. It notes that while 75% of UK adults support charity, only 15% leave charitable bequests in their wills. The workshop covers 10 key points for an effective legacy marketing strategy: 1) Small legacies can have large impacts, 2) Clearly communicating your organization's mission or "proposition", 3) Leveraging current donors and supporters, 4) Using various promotional channels, 5) Fostering an organizational culture that encourages legacies, 6) Listening to current donors, 7) Demonstrating the impact of past legacies, 8)

1. An Introduction to
Legacy M arketing
AW orkshop by Dylan Carroll
Senior RDO Gifts in Wills
at Barnardo’s

2. So I Pitch it Right…

3. W L
hy egacies?
Annual value of Legacies to the
Third Sector?
J under
ust
£2,000,000,000!
Trusts = £1,5 billion
Corporate = £700 million

4. W L
hy egacies?
Typical cash legacy?
£3,000-4,000
Typical residual legacy?
£35,000-£50,000
Typical ROI?
35:1 – 50+:1

5. T Challenge
he
% of adults in the UK that
regularly support charity?
75%
% of Wills containing
charitable bequests?
15%

6. T Opportunity
he
The Joseph Rowntree Foundation reports
that 9 out of 10 people think that they have
something to leave as an inheritance
Two-thirds of people asked said they would
consider leaving a legacy to charity if they
wrote their Will tomorrow
The “ Baby Boomer” demographic and their
disposable income

7. Let’s not Forget the
Death Rate!
660
640
620
600
000's
580
560
540
520
91
95
97
99
01
03
05
07
09
11
15
19
25
29
93
13
17
21
23
27
31
19
Source: ONS, Government’ s Actuary department

8. 1. ‘Small’ is Bountiful

9. 2. Get the ‘Proposition’ Right

10. Your Legacy Vision
Should include:
- Past successes
- Key past events
- The future need
- Cost effectiveness
- Use of past legacies

11. Your Legacy Vision
Should be:
• Inspirational
• Tangible
• Forward looking
Write a short proposition for
your charity – Why should I
remember you?

12. 3. Power from your ‘People’!

13. Common F actors in
Legators

14. 4. ‘Promotional Channels’

15. Drip, Drip… Drop!

16. 5. Create a ‘Culture’

17. 6. ‘Listen’ to your Donors

18. 7. Show ‘Impact’

20. 8. M your ‘L
ind anguage’

21. Language and Key
Phrases
A Gift in your Will
vs. Bequest or Legacy
or ‘ remember us in your Will’
“ Make a lasting difference…”
“ Family and friends come first…”
“ Every Gift in every Will…”
“ Not just for rich and famous…”
“ When the time is right…”
“ Please consider… a small percentage”

22. …and your tone!

23. 9. Inspire and be ‘Brave’

25. 10. What does ‘Success’
Look Like?

26. T Summarise
o
1. Small is bountiful
2. Get the Proposition right
3. Power from your people
4. Promotional channels
5. Create a culture
6. Listen to your donors
7. Show impact
8. Mind your language
9. Inspire and be brave
10. Success (hopefully…)

27. GOOD LUCK!!
Please stay in touch:
0121 458 3618
dylan.carroll
@barnardos.org.uk