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Legacy Case Study Garry Wilkinson 091009

How a local charity is beginning to develop a legacy fundraising strategy

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Legacy Case Study Garry Wilkinson 091009

  1. 1. Legacy Strategy – Case Study<br />Garry Wilkinson<br />Fundraising & Marketing Manager<br />Kirkwood Hospice, Huddersfield<br />
  2. 2. Where were we?<br />Legacy marketing at Kirkwood was an area which had not been addressed since prior to 2006. The entire marketing of legacies since this time comprised;<br />A weekly ad on the “births, marriages and deaths” page in The Huddersfield Daily Examiner (the largest circulating newspaper in the region, with average daily readership of circ 30,000)<br />A weekly ad on the “births, marriages and deaths” page in the Dewsbury Reporter series (a series of newspapers in the North Kirklees region). The cost of this ad was £49pw, covering all the papers in the series<br />
  3. 3. 2008<br />In 2008, following redevelopment of the Hospice website we added the following promotion;<br />A legacy page on the Hospice website, comprising some basic information about legacies and making a will<br />A piece in the first Kirkwood Hospice Annual Review (example in circulation), which mainly duplicated the information on the website page<br />
  4. 4. Measuring Legacy Income<br />Historically legacy income…<br />Averaged £413,271 (15.2% of income) over the last 15 years <br />Averaged £675,227 (18.6% of income) over the last 5 years <br />However, what was clear was there was no consistency of income<br />
  5. 5. The 2009 Strategy<br />Target: to increase legacy income to at least 30% of voluntary income (total income currently circa £3.2m) within 10 years. <br />This will require an average increase of circa £391K pa on present averages (last 5 yr figs).<br />No budget!<br />Initially the launch date of the strategy was intended to be April 2010 so no money was included in the 2009/10 budget <br />However, the appointment of a new trustee with extensive PR experience and contacts prepared to provide pro bono or reduced cost design and print gave us the opportunity to bring the intended launch date forward. <br />Budgets were reallocated to generate some working capital for the next 6 months of the year.<br />
  6. 6. The Budget<br />Cancelling the advertisement in the Dewsbury Reporter series saved £1,960 for the remainder of the financial year.<br />£3,000 of the Hospice Lottery marketing budget was reallocated.<br />The remaining £809 was utilised from the general PR/marketing budget.<br />
  7. 7. The Campaign<br />“Community” publications have worked well for the Hospice in other areas, emphasizing the community link between Kirkwood and its supporters, whilst also being a particularly cost effective means of raising awareness.<br />The full proposed programme of promotion is included on the handout<br />
  8. 8. Example of<br />Magazine<br />Advertisement<br />
  9. 9. Bus Street-liner Potential Advertisements<br />
  10. 10. The Chosen Advertisement for the first bus campaign<br />
  11. 11. The Plan for 2010/11<br />Budget allocated of £6,000 (rising to £10K by 2015/16)<br />In addition to maintaining profile in local community publications it is also intended to undertake further promotion by;<br />Improving the legacy page on the Hospice website and driving all traffic to this location by using the website address on all advertisements ( <br />Undertaking and developing a “Make a Will Week” in conjunction with local solicitors, the date to coincide with CRUK’s MAWM in October, enabling us to “piggy back” on the publicity generated by this campaign<br />Designing a Legacy leaflet for display in local solicitors offices, Hospice shops and main reception<br />Including regular legacy pieces in the Hospice newsletter to raise awareness about the importance of making a will and the value of leaving a gift to the Hospice<br />Utilising any new opportunities for promotion of legacies eg newspaper editorial, radio coverage etc, which may present themselves throughout the year<br />
  12. 12. Thank you<br />Any Questions?<br />Garry Wilkinson<br />October 2010<br />