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Growing legacy income together -   Remember A Charity seminar  30th April 2008
Growing legacy income together  <ul><li>Today </li></ul><ul><li>A brief look back </li></ul><ul><li>Our strategic drivers ...
Steering Group members  <ul><li>Stephen George, Chair, NSPCC </li></ul><ul><li>Iain McAndrew, Guide Dogs </li></ul><ul><li...
The legacy market  <ul><li>Total legacy income 2005 / 06  £1.8 billion 1 </li></ul><ul><li>9 out of 10 people feel they wi...
1. A brief look back..
The Legacy Promotion Campaign <ul><li>In the beginning.. </li></ul><ul><li>A organisation that grew... </li></ul><ul><ul><...
Vision <ul><li>We want to make the action of leaving a donation in your will to charity a social norm </li></ul>
The challenge <ul><li>Overcome the key barriers </li></ul><ul><ul><li>“ I did not know it was something you could do?” </l...
The initial strategy <ul><li>Launch phase </li></ul><ul><li>Background presence </li></ul><ul><li>Two waves a year </li></...
Awareness raising, not direct response
 
 
 
 
Getting a bit cleverer?
 
 
 
 
Out on the streets…in two waves
General and cross-track 48-sheet Lawyer district 48-sheet Cross-track 16-sheet
 
 
 
 
 
Time for a change <ul><li>“ I will you. Will you?” campaign </li></ul><ul><li>Focus on professionals increases </li></ul>
Remember A Charity
 
 
 
Recent successes <ul><li>Sponsored supplements in The Daily Telegraph </li></ul><ul><li>CAF Giving Week DVD </li></ul><ul>...
Where have we got to? <ul><li>Raised awareness </li></ul><ul><ul><li>Of the action </li></ul></ul><ul><ul><li>Of the impac...
2. Our strategic drivers..
To make charitable gifts in wills the norm
Driving behaviour change among the will writing public
Driving behaviour change among will writing providers
Influencing a climate through partnerships
Maximising members potential, value and benefits
Maximising & securing income and resources
Guiding principles <ul><li>Focus on activity best done together </li></ul><ul><li>Identify and use insights as a basis </l...
3. From awareness to behaviour change..
Remember A Charity Awareness  (post campaign)
4. An introduction to social marketing
National Social Marketing Centre Social Marketing for Remember A Charity Catherine Perry-Williams 30 April 2008
Content <ul><li>What is Social Marketing  </li></ul><ul><li>Key features and examples </li></ul><ul><li>Role of the NSM Ce...
The Roots of Social Marketing   ‘2 parents’ Marketing  commercial  & public sector Social policy social sciences,  social ...
<ul><li>A Strategic Partnership  </li></ul>Mission :  To help generate solutions to behavioural challenges and assist with...
The Brief  <ul><li>Overarching Goal :   </li></ul><ul><li>To Make Charitable Gifts in Wills the Norm </li></ul><ul><li>Aim...
Starting Point <ul><li>Talk to Stakeholders </li></ul><ul><li>Members (Steering Committee) </li></ul><ul><li>Institute of ...
Internal Focus <ul><li>Considered the organisation structure for taking social marketing forward </li></ul><ul><li>-  set-...
Previous Market Approach  <ul><li>Building Awareness </li></ul><ul><li>-   positive growth of awareness results </li></ul>...
NEW APPROACH <ul><li>SOCIAL MARKETING </li></ul>Moving  from  Raising Awareness To Behaviour Change
Raising Awareness vs Behaviour Change
Social Marketing Approach <ul><li>Sustainable Behaviour Change   </li></ul><ul><li>Move beyond raising awareness  </li></u...
TARGET AUDIENCE INSIGHTS <ul><li>The Cornerstone of Social Marketing </li></ul><ul><li>Audience insights inform the develo...
First Steps  <ul><li>Review what we already know about the target audiences </li></ul><ul><ul><li>compile existing researc...
Insights to Results   Good Examples of Social Marketing <ul><li>Reducing Alcohol Impaired Driving Crashes   </li></ul><ul>...
Research & Insights <ul><li>Why do they drive after drinking? </li></ul><ul><li>Don’t want to leave car behind, hassle to ...
Road Crew <ul><li>17% fall in alcohol  </li></ul><ul><li>related crashes  </li></ul><ul><li>Self sustaining & cost  </li><...
Results to Date <ul><li>Self sufficient after 1 year </li></ul><ul><li>-  Cost to avoid crash with Road Crew: $15,000 </li...
UK Regional Breastfeeding Campaign <ul><li>Michelle Bromley is 23 years old,  </li></ul><ul><li>from Colne and mum to 3 mo...
Using Customer Insight in Mexico   “ My child is always safest in my arms.” “ God decides when to take my baby.” CREATE A ...
THINK!   Examples (UK   Department for Transport)   <ul><li>30 mph campaign ‘It’s 30 for a reason’   -  marries up emotion...
<ul><li>Seat Belt Campaign  (Julie Ad)  -  targeting young people/ teenagers  </li></ul><ul><li>-  issue: rear seat belt w...
THINK!   Examples (UK Department for Transport )     Don’t Drink & Drive ‘It could ruin your life’  -  Moment of doubt TV ...
 
5. Next steps
Policy & Partnerships
Policy & Partnerships <ul><li>Many and varied </li></ul><ul><li>Spread thinly </li></ul><ul><li>Key Partnership - Institut...
Policy & Partnerships <ul><li>Existing </li></ul><ul><ul><li>review and prioritise </li></ul></ul><ul><ul><li>make more ef...
Membership & Resources
Membership & Resources <ul><li>Quantifying the intangible </li></ul><ul><li>Benefits are means to an end </li></ul><ul><li...
Membership & Resources <ul><li>Previous surveys </li></ul><ul><ul><li>Mentoring/buddying </li></ul></ul><ul><ul><li>Networ...
Membership & Resources <ul><li>Review income streams </li></ul><ul><li>A clear membership strategy </li></ul><ul><li>Revis...
Marketing & Research Successful campaigns have their foundations in clear and insightful research …
Task Group Objectives  <ul><li>Review previous campaigns  </li></ul><ul><li>Review existing research & identify knowledge ...
Stage 1 – Research Review <ul><li>Many hands made for inciteful understanding  </li></ul><ul><li>Individual research outpu...
Stage 2 – Breakthrough Research  <ul><li>We are pleased to announce that TNS Social have been commissioned to undertake ke...
Next Steps … <ul><li>Research Insights will inform: </li></ul><ul><ul><li>Refreshed campaign strategy  </li></ul></ul><ul>...
Question & Answer session
An alignment in legacy fundraising
 
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Rac Seminar Presentation 30.04.08

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Rac Seminar Presentation 30.04.08

  1. 1. Growing legacy income together - Remember A Charity seminar 30th April 2008
  2. 2. Growing legacy income together <ul><li>Today </li></ul><ul><li>A brief look back </li></ul><ul><li>Our strategic drivers </li></ul><ul><li>From awareness to behaviour change </li></ul><ul><li>An introduction to social marketing </li></ul><ul><li>Policy & partnerships, membership and marketing </li></ul><ul><li>What can we achieve together? </li></ul>
  3. 3. Steering Group members <ul><li>Stephen George, Chair, NSPCC </li></ul><ul><li>Iain McAndrew, Guide Dogs </li></ul><ul><li>Eifron Hopper, RNIB </li></ul><ul><li>Daniel Fletcher, enhance herts </li></ul><ul><li>Aarti Puri, Mencap </li></ul><ul><li>Lindsay Boswell, Institute of Fundraising </li></ul><ul><li>Mike Jones, ILM </li></ul><ul><li>Jenny Jenks, CORDA </li></ul><ul><li>Steve Hudd, Lions Hospice </li></ul><ul><li>Jane Lloyd, MacMillan Cancer Relief </li></ul><ul><li>Carol Johns, RNID </li></ul><ul><li>Richard Popper, RNLI </li></ul><ul><li>Judith Feeney, Trustee Institute of Fundraising </li></ul><ul><li>Bill Giles </li></ul>
  4. 4. The legacy market <ul><li>Total legacy income 2005 / 06 £1.8 billion 1 </li></ul><ul><li>9 out of 10 people feel they will have something to leave as an inheritance 2 </li></ul><ul><li>But only 1 in 7 go on to include a charitable bequest 3 </li></ul><ul><li>A marginal increase of just 2% represents an additional £200 m </li></ul><ul><li>1 ncvo UK Civil Soc Almanac 2008 </li></ul><ul><li>2 Joseph Rowntree Foundation </li></ul><ul><li>3 Legacy Foresight, Smee & Ford </li></ul>
  5. 5. 1. A brief look back..
  6. 6. The Legacy Promotion Campaign <ul><li>In the beginning.. </li></ul><ul><li>A organisation that grew... </li></ul><ul><ul><li>Rolling scale of 10 fee bands </li></ul></ul><ul><ul><li>Overseen by a Steering Group </li></ul></ul><ul><ul><li>Legally part of Institute </li></ul></ul><ul><ul><li>Launched in October 2002 </li></ul></ul>
  7. 7. Vision <ul><li>We want to make the action of leaving a donation in your will to charity a social norm </li></ul>
  8. 8. The challenge <ul><li>Overcome the key barriers </li></ul><ul><ul><li>“ I did not know it was something you could do?” </li></ul></ul><ul><ul><li>“ I did not realise it was something I could do?” </li></ul></ul><ul><li>Build an awareness platform </li></ul>
  9. 9. The initial strategy <ul><li>Launch phase </li></ul><ul><li>Background presence </li></ul><ul><li>Two waves a year </li></ul><ul><li>Public and professionals </li></ul><ul><li>Media and PR </li></ul>
  10. 10. Awareness raising, not direct response
  11. 15. Getting a bit cleverer?
  12. 20. Out on the streets…in two waves
  13. 21. General and cross-track 48-sheet Lawyer district 48-sheet Cross-track 16-sheet
  14. 27. Time for a change <ul><li>“ I will you. Will you?” campaign </li></ul><ul><li>Focus on professionals increases </li></ul>
  15. 28. Remember A Charity
  16. 32. Recent successes <ul><li>Sponsored supplements in The Daily Telegraph </li></ul><ul><li>CAF Giving Week DVD </li></ul><ul><li>- 200,000 DVDs produced </li></ul><ul><li>- 8 million UK residents reached </li></ul><ul><li>Local radio campaign – ‘Remembrance’ </li></ul><ul><li>- 62 radio stations involved </li></ul><ul><li>- 3 million UK listeners reached </li></ul>
  17. 33. Where have we got to? <ul><li>Raised awareness </li></ul><ul><ul><li>Of the action </li></ul></ul><ul><ul><li>Of the impact </li></ul></ul><ul><li>Shifted the legal profession </li></ul><ul><li>Stimulated charities into action </li></ul>
  18. 34. 2. Our strategic drivers..
  19. 35. To make charitable gifts in wills the norm
  20. 36. Driving behaviour change among the will writing public
  21. 37. Driving behaviour change among will writing providers
  22. 38. Influencing a climate through partnerships
  23. 39. Maximising members potential, value and benefits
  24. 40. Maximising & securing income and resources
  25. 41. Guiding principles <ul><li>Focus on activity best done together </li></ul><ul><li>Identify and use insights as a basis </li></ul><ul><li>Our limits are governed by the resources we have available </li></ul><ul><li>Greatest impact comes from focusing on where it can have the most effect </li></ul><ul><li>Measure progress through performance indicators </li></ul>
  26. 42. 3. From awareness to behaviour change..
  27. 43. Remember A Charity Awareness (post campaign)
  28. 44. 4. An introduction to social marketing
  29. 45. National Social Marketing Centre Social Marketing for Remember A Charity Catherine Perry-Williams 30 April 2008
  30. 46. Content <ul><li>What is Social Marketing </li></ul><ul><li>Key features and examples </li></ul><ul><li>Role of the NSM Centre </li></ul><ul><li>How will it help Remember A Charity </li></ul><ul><li>Brief & approach </li></ul><ul><li>Current phase & next steps </li></ul>
  31. 47. The Roots of Social Marketing ‘2 parents’ Marketing commercial & public sector Social policy social sciences, social reform, social campaigning SOCIAL MARKETING Both areas contribute valuable expertise, skills, techniques and theory
  32. 48. <ul><li>A Strategic Partnership </li></ul>Mission : To help generate solutions to behavioural challenges and assist with the impact and effectiveness of the behavioural interventions undertaken. Aim : To build wider capacity and skills in social marketing by working with others to increase understanding and practical utilisation
  33. 49. The Brief <ul><li>Overarching Goal : </li></ul><ul><li>To Make Charitable Gifts in Wills the Norm </li></ul><ul><li>Aims </li></ul><ul><li>For wills written by the public to include a charitable gift </li></ul><ul><li>Will providers to include the option for clients to make a charitable gift. </li></ul>
  34. 50. Starting Point <ul><li>Talk to Stakeholders </li></ul><ul><li>Members (Steering Committee) </li></ul><ul><li>Institute of Fundraising </li></ul><ul><li>Marketing Agencies </li></ul><ul><li>Topics Discussed </li></ul><ul><li>Past observations & current perspectives </li></ul><ul><li>Internal & external challenges & opportunities </li></ul><ul><li>Ideas & suggestions for going forward </li></ul>
  35. 51. Internal Focus <ul><li>Considered the organisation structure for taking social marketing forward </li></ul><ul><li>- set-up a marketing sub group </li></ul><ul><li>Sharing information </li></ul><ul><li>- member research </li></ul>
  36. 52. Previous Market Approach <ul><li>Building Awareness </li></ul><ul><li>- positive growth of awareness results </li></ul><ul><li>- more people considering leaving a legacy </li></ul><ul><li>- sensitized market for social marketing </li></ul><ul><li>Fragmenting the market </li></ul><ul><li>- legacies in wills are getting divided amongst more charities </li></ul>
  37. 53. NEW APPROACH <ul><li>SOCIAL MARKETING </li></ul>Moving from Raising Awareness To Behaviour Change
  38. 54. Raising Awareness vs Behaviour Change
  39. 55. Social Marketing Approach <ul><li>Sustainable Behaviour Change </li></ul><ul><li>Move beyond raising awareness </li></ul><ul><li>Define a goal and agree a baseline </li></ul><ul><li>Set-up measurable targets such as a % increase within a specific time period </li></ul><ul><li>Integrate the need for shorter term results with a longer term view </li></ul>
  40. 56. TARGET AUDIENCE INSIGHTS <ul><li>The Cornerstone of Social Marketing </li></ul><ul><li>Audience insights inform the development of the marketing programme </li></ul><ul><li>Incentives and barriers are identified </li></ul><ul><li>Understanding positive behaviour is as important as the problem behaviour </li></ul>
  41. 57. First Steps <ul><li>Review what we already know about the target audiences </li></ul><ul><ul><li>compile existing research and evidence </li></ul></ul><ul><ul><li>consider barriers & incentives </li></ul></ul><ul><li>Identify knowledge gaps or areas where further insights are needed </li></ul><ul><li>- to determine if further research is needed </li></ul><ul><li>REMEMBER A CHARITY HAS COMPLETED THIS </li></ul>
  42. 58. Insights to Results Good Examples of Social Marketing <ul><li>Reducing Alcohol Impaired Driving Crashes </li></ul><ul><li>Goals </li></ul><ul><li>- Reduce alcohol related crashes by 5% after 1 year </li></ul><ul><li>- Be self sustaining after 1 year </li></ul><ul><li>Location: Rural area in Wisconsin </li></ul><ul><li>Budget: Department of Transport </li></ul>
  43. 59. Research & Insights <ul><li>Why do they drive after drinking? </li></ul><ul><li>Don’t want to leave car behind, hassle to get back to car in morning, alternatives are not available </li></ul><ul><li>Social pressure; everybody does it, to be cool… </li></ul><ul><li>Key Insights </li></ul><ul><li>Different phases of evening - To bar, between bars, back home: Get target to bars without car </li></ul><ul><li>Vehicles need to be appealing, cool - willing to pay for service </li></ul><ul><li>Resulting in the following success story…. </li></ul>
  44. 60. Road Crew <ul><li>17% fall in alcohol </li></ul><ul><li>related crashes </li></ul><ul><li>Self sustaining & cost </li></ul><ul><li>effective </li></ul>
  45. 61. Results to Date <ul><li>Self sufficient after 1 year </li></ul><ul><li>- Cost to avoid crash with Road Crew: $15,000 </li></ul><ul><li>- Average Cost of a Crash: $56,000 </li></ul><ul><li>- Savings in Year 1: $615,000 </li></ul><ul><li>Avoided 200 crashes, ~ 10 deaths </li></ul><ul><li>Cost of alcohol related crash: $231,000 </li></ul><ul><li>Cost to avoid crash with Road Crew: $4,400 </li></ul><ul><li>NET SAVINGS: $45m </li></ul><ul><li>The Value Of Social Marketing </li></ul>
  46. 62. UK Regional Breastfeeding Campaign <ul><li>Michelle Bromley is 23 years old, </li></ul><ul><li>from Colne and mum to 3 month </li></ul><ul><li>old Naomi and 3 year old George. </li></ul><ul><li>Read about their Reasons for Breastfeeding </li></ul>Laura is 19 years old, from Preston and mum to 4 month old Emily. .
  47. 63. Using Customer Insight in Mexico “ My child is always safest in my arms.” “ God decides when to take my baby.” CREATE A SERVICE … have a priest bless the car seats
  48. 64. THINK! Examples (UK Department for Transport) <ul><li>30 mph campaign ‘It’s 30 for a reason’ - marries up emotional & rational aspects </li></ul><ul><li>Motorcycle Safety </li></ul>
  49. 65. <ul><li>Seat Belt Campaign (Julie Ad) - targeting young people/ teenagers </li></ul><ul><li>- issue: rear seat belt wearing </li></ul><ul><li>- insight: more worried about hurting others </li></ul>THINK! Examples (UK Department for Transport )
  50. 66. THINK! Examples (UK Department for Transport ) Don’t Drink & Drive ‘It could ruin your life’ - Moment of doubt TV ad THINK! Examples (UK Department for Transport )
  51. 68. 5. Next steps
  52. 69. Policy & Partnerships
  53. 70. Policy & Partnerships <ul><li>Many and varied </li></ul><ul><li>Spread thinly </li></ul><ul><li>Key Partnership - Institute of Fundraising </li></ul><ul><ul><li>strengthen the relationship </li></ul></ul><ul><ul><li>agenda </li></ul></ul><ul><ul><li>resources </li></ul></ul><ul><ul><li>contacts </li></ul></ul>
  54. 71. Policy & Partnerships <ul><li>Existing </li></ul><ul><ul><li>review and prioritise </li></ul></ul><ul><ul><li>make more effective </li></ul></ul><ul><li>New & Existing </li></ul><ul><ul><li>in line with strategy and objectives </li></ul></ul><ul><ul><li>win/win partnerships </li></ul></ul>
  55. 72. Membership & Resources
  56. 73. Membership & Resources <ul><li>Quantifying the intangible </li></ul><ul><li>Benefits are means to an end </li></ul><ul><li>Consortium or membership organisation? </li></ul><ul><ul><li>Strategic value </li></ul></ul><ul><ul><li>Member benefits </li></ul></ul><ul><ul><li>Mixture of both </li></ul></ul>
  57. 74. Membership & Resources <ul><li>Previous surveys </li></ul><ul><ul><li>Mentoring/buddying </li></ul></ul><ul><ul><li>Networking opportunities </li></ul></ul><ul><ul><li>Fuller use of Remember A Charity website </li></ul></ul><ul><ul><li>Consultancy and training </li></ul></ul><ul><ul><li>Bespoke research </li></ul></ul><ul><li>Way forward </li></ul>
  58. 75. Membership & Resources <ul><li>Review income streams </li></ul><ul><li>A clear membership strategy </li></ul><ul><li>Revision of member benefits </li></ul><ul><ul><li>Different fee structure </li></ul></ul><ul><ul><li>Core + extras bundles </li></ul></ul><ul><ul><li>Added value options </li></ul></ul>
  59. 76. Marketing & Research Successful campaigns have their foundations in clear and insightful research …
  60. 77. Task Group Objectives <ul><li>Review previous campaigns </li></ul><ul><li>Review existing research & identify knowledge gaps </li></ul><ul><li>Acquire the insights which will form the platform of a refreshed campaign </li></ul><ul><li>To map the route forward to creating behaviour change with a fully integrated campaign strategy which drives change & expands the legacy market </li></ul>
  61. 78. Stage 1 – Research Review <ul><li>Many hands made for inciteful understanding </li></ul><ul><li>Individual research outputs viewed and considered collectively </li></ul><ul><li>A similar story but the one brick wall … </li></ul>
  62. 79. Stage 2 – Breakthrough Research <ul><li>We are pleased to announce that TNS Social have been commissioned to undertake key insight acquisition to inform our campaign strategy </li></ul><ul><li>Thinking of reviewing your strategy? </li></ul><ul><li>Timelines and deliverables </li></ul>
  63. 80. Next Steps … <ul><li>Research Insights will inform: </li></ul><ul><ul><li>Refreshed campaign strategy </li></ul></ul><ul><ul><li>Appointment of new strategic agency partner(s) who will execute your campaign </li></ul></ul><ul><ul><li>Behaviour change … </li></ul></ul>
  64. 81. Question & Answer session
  65. 82. An alignment in legacy fundraising

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