Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Legacies From Scratch Presentation 2 Nov 2008


Published on

Where do you start to promote gifts in Wills to your charity? This practical presentation will take you through the process, step by step.

Published in: Business, Health & Medicine
  • Login to see the comments

Legacies From Scratch Presentation 2 Nov 2008

  1. 1. Legacy Fundraising from scratch Graham Richards MInstF(Cert) Freelance Fundraiser
  2. 2. We can’t afford to do that! That’s just for the big charities <ul><li>Let’s look at what the major charities do: </li></ul><ul><ul><li>National & Regional Newspaper ads </li></ul></ul><ul><ul><li>TV, Radio and Cinema ads </li></ul></ul><ul><ul><li>Posters & Hoardings </li></ul></ul><ul><ul><li>Direct Marketing </li></ul></ul><ul><ul><li>Face to Face legacy fundraisers </li></ul></ul><ul><ul><li>Events & Visits </li></ul></ul>
  3. 3. Large campaigns = large costs! <ul><ul><li>No one expects small, local charities to engage at this level </li></ul></ul><ul><ul><li>The key is to start from where you are </li></ul></ul>
  4. 4. So why are legacies important? <ul><li>Potentially the largest source of voluntary income </li></ul><ul><li>Usually, unrestricted </li></ul><ul><li>Very low fundraising costs </li></ul><ul><li>A measure of your organisation’s long term support base </li></ul>
  5. 5. A current “snapshot” of legacies <ul><ul><li>16% of Wills are charitable </li></ul></ul><ul><ul><li>£49bn transferred through Wills, but only 3% goes to charity (that’s still £1.47b!) </li></ul></ul><ul><ul><li>40% of 65+ include charitable gifts </li></ul></ul><ul><ul><li>22% of widows / 6% of men leave gifts to charity </li></ul></ul><ul><ul><li>2006: av pecuniary = £3k and av residuary = £28.5k </li></ul></ul><ul><ul><li>3-5 years before return on investment </li></ul></ul>
  6. 6. Future potential <ul><li>84% of Wills do not yet contain charitable bequests </li></ul><ul><li>Baby Boomers: </li></ul><ul><ul><li>Affluent </li></ul></ul><ul><ul><li>Sense of responsibility </li></ul></ul><ul><ul><li>Positive about good causes </li></ul></ul><ul><li>Competition is still limited </li></ul><ul><li>Smaller charities beginning to do better in the legacy market </li></ul>
  7. 7. Future threat <ul><li>Growing competition – more charities taking legacy fundraising seriously </li></ul><ul><li>More shared bequests </li></ul><ul><li>People living longer </li></ul><ul><li>Increased care costs </li></ul><ul><li>Fewer spinsters – more widowers </li></ul><ul><li>Baby Boomers – peaking 2020-2035 </li></ul><ul><li>The debt-free generation is passing </li></ul><ul><li>Indebted generation to follow </li></ul>
  8. 8. Where do you start? <ul><li>Investment </li></ul><ul><li>Research </li></ul><ul><li>Planning </li></ul>
  9. 9. Where do you start? <ul><li>Investment </li></ul><ul><ul><li>The value of legacies justifies investment – the ROI can be huge </li></ul></ul><ul><ul><li>It need not cost much or anything – initially time rather than money </li></ul></ul><ul><ul><li>You need to look medium to long term </li></ul></ul>
  10. 10. Where do you start? <ul><li>Research </li></ul><ul><li>Any previous legacies </li></ul><ul><ul><li>How many? </li></ul></ul><ul><ul><li>Values? </li></ul></ul><ul><ul><li>Types? </li></ul></ul><ul><ul><li>Profile of legators </li></ul></ul><ul><li>Your supporter database </li></ul><ul><ul><li>Over 50s? </li></ul></ul><ul><ul><li>Widows or spinsters? </li></ul></ul><ul><ul><li>How do they compare with your legator profiles? </li></ul></ul><ul><li>Similar causes </li></ul><ul><ul><li>What do they do? (i.e. activities, literature, etc) </li></ul></ul><ul><ul><li>Success rate? (% of legacies as part of all voluntary income) </li></ul></ul>
  11. 11. Where do you start? <ul><li>Planning </li></ul><ul><li>Draft a legacy fundraising strategy </li></ul><ul><ul><li>Simple with realistic targets </li></ul></ul><ul><ul><li>Who will do it? (internal or external?) </li></ul></ul><ul><ul><li>Decide your budget </li></ul></ul><ul><li>Take into account unpredictability </li></ul><ul><ul><li>You can’t plan projects based on legacy income </li></ul></ul><ul><ul><li>You can plan what you could do if legacies come along (a Wish List) </li></ul></ul>
  12. 12. Marketing your message <ul><li>Begin with the obvious: </li></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Annual report </li></ul></ul><ul><ul><li>Email footer </li></ul></ul><ul><ul><li>Your website </li></ul></ul><ul><ul><li>On the back of “thank you” letters (a “legacy sandwich”) </li></ul></ul><ul><ul><li>Existing supporters and volunteers (are your warmest potential legators) </li></ul></ul>
  13. 13. Marketing your message <ul><li>Explore other mediums </li></ul><ul><ul><li>Direct mailing? </li></ul></ul><ul><ul><li>Focus groups? </li></ul></ul><ul><ul><li>Through legacy administration (to NoK or Executors) </li></ul></ul><ul><ul><li>Through special events </li></ul></ul><ul><ul><li>Posters </li></ul></ul><ul><ul><li>Use of video via website, blogs, Web 2.0 </li></ul></ul>
  14. 24. Future opportunities <ul><li>Targeting specific groups </li></ul><ul><ul><li>Single people, childless couples, men </li></ul></ul><ul><li>Work on the message </li></ul><ul><ul><li>Messages to match the moment/time </li></ul></ul><ul><ul><li>Size doesn’t matter – all gifts are valuable </li></ul></ul><ul><ul><li>“ You can make a real difference” </li></ul></ul>
  15. 25. Do’s and don’ts <ul><li>In all your publicity use: </li></ul><ul><ul><li>Simple words and terms </li></ul></ul><ul><ul><ul><li>E.g. “a gift in your Will” not legacy or bequest </li></ul></ul></ul><ul><ul><li>Other people’s words and real stories </li></ul></ul><ul><ul><li>Good use of images says it better than words </li></ul></ul><ul><ul><li>Passion again and again and again! </li></ul></ul><ul><ul><li>Links to your website where you can expand your information, etc </li></ul></ul>
  16. 26. Thank you Graham Richards Freelance Fundraiser [email_address] Web: