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FREE WILLS, WHAT’S THECATCH?Jack Visser and Pauline MayerCancer Research UK
AgendaWhat is a Free Will Service for?• Recruitment and Fundraising, Reward or  something else• FWS going forward
What is a Free Will Service for? Legacy teams know less people leave a legacy          than give during their lifetime• Is...
How it started• 1993 Cancer Research        • To grow the market  Campaign (CRC)              • Cold Acquisition Only• 199...
Cost v. Income pre-merger£2,500,000.00£2,000,000.00£1,500,000.00£1,000,000.00                                        Costs...
Cost v. Income post-merger£14,000,000.00£12,000,000.00£10,000,000.00 £8,000,000.00 £6,000,000.00                          ...
£10,000,000.00                                                         £30,000,000.00                                     ...
The 2002/03 campaign cost £1.5mil£1,400,000.00£1,200,000.00£1,000,000.00 £800,000.00 £600,000.00 £400,000.00 £200,000.00  ...
Top line figures• Over 91,000 pledgers since 1993• And £426million in pledges• But….
Pledgers and Non-pledgers                      • Average 65% inclusion                        rate           Pledgers     ...
FWS Marketing• Currently only used as a cold acquisition tool• We continue marketing to our warm  supporters as all other ...
Solicitor Engagement• A key area of overlap between Legacy  Marketing, Development and Administration• FWS Will Writers ar...
Solicitor Recruitment    • Over 1200 registered firms   • About 850 very active firms• No current recruitment programme
Solicitor Relationships• Getting these solicitors closer to our cause will  be the focus of our strategy to grow the  serv...
Working as a team• Legacy administration are crucial when  developing relationships with law firms• Thanking at end of cas...
Sector Will-making promotions• Free Wills Month and National Free Wills  Network run by Capacity Marketing• Will Aid• Will...
Opportunities for all charities• Various will writing schemes – some  investment needed but fairly quick data back• Creati...
Conclusions      Free Wills - “What’s the catch”• Investment and long term focus• Used for Recruitment and Engagement• Pro...
QUESTIONS?
Free wills, what’s the catch   pauline mayer - jack visser - cancer research uk
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Free wills, what’s the catch pauline mayer - jack visser - cancer research uk

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Free wills, what’s the catch pauline mayer - jack visser - cancer research uk

  1. 1. FREE WILLS, WHAT’S THECATCH?Jack Visser and Pauline MayerCancer Research UK
  2. 2. AgendaWhat is a Free Will Service for?• Recruitment and Fundraising, Reward or something else• FWS going forward
  3. 3. What is a Free Will Service for? Legacy teams know less people leave a legacy than give during their lifetime• Is a Free Will offer a tool for direct action to engage, convert or upgrade?Later• How do we engage the legal profession?Now• Some history….
  4. 4. How it started• 1993 Cancer Research • To grow the market Campaign (CRC) • Cold Acquisition Only• 1994 Imperial Cancer • Generate Legacies for the Research Fund (ICRF) charityHow it’s changed over time• Still Cold Acquisition Only• More targeted• CRUK model to generate Legacies for the charity• Cost control• Only for over 55s
  5. 5. Cost v. Income pre-merger£2,500,000.00£2,000,000.00£1,500,000.00£1,000,000.00 Costs £500,000.00 Income £0.00
  6. 6. Cost v. Income post-merger£14,000,000.00£12,000,000.00£10,000,000.00 £8,000,000.00 £6,000,000.00 Costs £4,000,000.00 Income £2,000,000.00 £0.00
  7. 7. £10,000,000.00 £30,000,000.00 £20,000,000.00 £40,000,000.00 £50,000,000.00 £60,000,000.00 £70,000,000.00 £80,000,000.00 £0.00FY 1993/94FY 1994/95FY 1995/96FY 1996/97FY 1997/98FY 1998/99FY 1999/00FY 2000/01FY 2001/02FY 2002/03FY 2003/04FY 2004/05FY 2005/06FY 2006/07FY 2007/08FY 2008/09FY 2009/10 Cumulative Cost v. IncomeFY 2010/11 Has the investment paid off?FY 2011/12 Costs Income
  8. 8. The 2002/03 campaign cost £1.5mil£1,400,000.00£1,200,000.00£1,000,000.00 £800,000.00 £600,000.00 £400,000.00 £200,000.00 £0.00 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13Total income so far is £5.8mil
  9. 9. Top line figures• Over 91,000 pledgers since 1993• And £426million in pledges• But….
  10. 10. Pledgers and Non-pledgers • Average 65% inclusion rate Pledgers Non-includers
  11. 11. FWS Marketing• Currently only used as a cold acquisition tool• We continue marketing to our warm supporters as all other charities do• A development in this will be to market FWS to our warm supporters too...
  12. 12. Solicitor Engagement• A key area of overlap between Legacy Marketing, Development and Administration• FWS Will Writers are now also the Executors we deal with on a daily basis• Of the 5000 notifications we receive a year 900 of these are from Wills written through the FWS
  13. 13. Solicitor Recruitment • Over 1200 registered firms • About 850 very active firms• No current recruitment programme
  14. 14. Solicitor Relationships• Getting these solicitors closer to our cause will be the focus of our strategy to grow the service and its impact for the charity• Listening to them is as important as communicating our need for Legacies to them, like any other potential supporter
  15. 15. Working as a team• Legacy administration are crucial when developing relationships with law firms• Thanking at end of case• Following up with a ‘how did we do?’ survey sheet ensuring that communications are always positive• Solicitors are potential donors!
  16. 16. Sector Will-making promotions• Free Wills Month and National Free Wills Network run by Capacity Marketing• Will Aid• Will Relief Scotland• And other charity schemes you may see
  17. 17. Opportunities for all charities• Various will writing schemes – some investment needed but fairly quick data back• Creating your own links with local solicitors – Free but needs someone to project manage it• Members of Remember a Charity can link with Co-op Legal Services – Free
  18. 18. Conclusions Free Wills - “What’s the catch”• Investment and long term focus• Used for Recruitment and Engagement• Proof that continued activity reaps long term results!
  19. 19. QUESTIONS?

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