Panel discussion working together - helen hoare - age uk
IOF Legacy Fundraising – 1 October 2012Helen HoareChair - Institute of Legacy ManagementHead of Legacies & Probate – Age UK
ILM• Founded in 1999• Approximately 500 members• Representing 300+ charities• Many of our members have a dual role• Board of Directors• Chief Executive• Training Manager• Co-ordinator
What we do• Training• Support / networks• Professional qualifications• Advocacy and lobbying
Age UK• Legacy income FY11/12 - £23.5m• Legacy activity split across Individual Marketing and Legacies & Probate• Acquisition and Stewardship
Marketing and ManagementWhat’s the mission…? To encourage and enable legacy giving; to deepen supporter experience; to optimise income; to balance legal obligations and to manage risk and reputation.
Where can it go wrong• Working in isolation• Lack of understanding• Different approach and styleDoes this sound familiar?
Look after your supporters The legacy journey should not start and stop in marketing – legacy managers are just as crucial to developing and maintaining great relationships .• Collaborate on appropriate communications to engage advisors and professionals as well as family and friends• Impact and achievements; what legacies can do• What’s the last message you want to leave with your audience