Presentation to IOF East Anglia Group conference

1. Ten ways to grow the legacy
market and your income
Rob Cope
Director, Remember A Charity

3. • Legacies account for 13% of all voluntary income and 5% of
all income received by charities
• In 2011, the legacy ‘market’ was worth £1.85bn…
• That represents just 3% of all the money left in estates
• In all, just 7% of people die with a gift to charity in their will…
• Compared to the 74% of British adults who support charities
while they are alive
Legacy Foresight, Inland Revenue, NCVO
The legacy market at a glance

4. The legacy market has flat-lined since 2008
UK legacy market 1988 – 2011, £bn
Legacy Foresight, CaritasData, NCVO, Smee & Ford
0.0
0.4
0.8
1.2
1.6
2.0
19…
19…
19…
19…
19…
19…
20…
20…
20…
20…
20…
20…
Expansion
Recession
Recession

5. Despite falling deaths, bequests keep rising
Total number of charitable bequests 1988 – 2011,000s
Legacy Foresight, CaritasData, NCVO, Smee & Ford
50
60
70
80
90
100
110
120
1988
1990
1992
1994
1996
1998
2000
2002
2004
2006
2008
2010
55% cash gifts
52% cash gifts

6. Legacy Foresight analysis of Caritas data
Legacy income growth by size of charity, 2007/8 - 2010/11, % pa
‘XL’ charities hit hard in recession aftermath
1.0
2.8
2.2
-1.4
-2.0
-1.0
0.0
1.0
2.0
3.0
4.0
Small Medium Large Extra large

7. Health, 42
Animal, 14Conservation, 8
Disability, 8
Development,
6
Children, 4
Other , 18
Legacy Monitor 2012
Legacy market shares, %, general charities, 2011
The legacy market by sector

8. Nimble, contemporary causes gain ground
Winners and losers by cause area
Legacy Foresight analysis of Caritas data 2012
Disability Children Conservation Hospices
Advancement
of religion
Animal
welfare
Health Arts/culture
Domestic
poverty relief
Older
people
Armed
services
Education
Overseas
development
Wildlife
trusts
Slow growth Fast growth

9. Longer term, rising deaths will fuel growth
Projected UK deaths, 2000 – 2030, 000s
OPCS, Government Actuary’s Department
500
520
540
560
580
600
620
640
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
2025
2026
2027
2028
2029
2030

12. 615,000 deaths
7,500 additional
charitable Wills

13. Family First
Lack of
Salience
Not the social
norm
Legacy has to
be large
No flexibility
with legacies
Legacies are not something that regular, everyday people do
There is a (media-driven) perception that legacy givers are:
 Wealthy eccentrics; famous celebrities
 People who have a grudge against their kids
Rarely discussed; rarely thought about…
“It just hasn’t occurred to me…..I’ve never really thought about it”
Legacies are just not on the radar !
Strong perception that ‘a legacy’ has to be a large amount
“You only hear about big legacies, don’t you…..not small ones”
…because legacy giving linked with celebrities, wealthy eccentrics
Didn’t know that can leave fixed amount or %
Didn’t know that can change a legacy amount
…… uncertainty about future circumstances is a major barrier for some
“For me ….and I would expect lots of people…. it’s family
first, charities second”

14. Repaying
a debt
Personal
relationship
Knowing
someone
Helping an organisation you have a
long term affinity with
Knowing that another family member
has left a legacy
‘Repaying’ a charity for helping someone
you care for
THE primary motivator for many legacy
givers
Major motivations for giving a legacy…

15. Heartfelt
gratitude
Inner
satisfaction
Family
values
Deep sense of self worth
“It’s a pride within yourself…it makes you
proud of the way you’re living your life”
Passing on the ‘family culture’
“It’s continuing the family ethics…I feel
I’ve been brought up right, and I want to
pass that on to my kids”
‘Repaying’ the debt
“I have put Macmillan in my will...I just had to for
what they did for my friend…they were so
wonderful”
The marketing / communications materials need to tap into these
emotions
Legacy giving = powerful emotions……

16. Top 10 tips for growing
your legacy income

17. 1.Set out your vision of where you want
to be and why

18. 2. Connect with your cause with
passion, inspiration and emotion –
collect, inspire, tell stories

19. 3. Define the impact your donors make
that inspires and satisfies

20. 4. Focus on conversations – directly or
indirectly, not pledges

21. 5. Build and deliver a systematic method
of engagement, follow up and
stewardship – a personal experience

22. 6. Make your whole organisation capable
of legacy fundraising through –
knowledge, tools, confidence

23. 7. Integrate everything

24. 8. Gain insight every day and act on it

25. 9. Find and keep great people –
staff, volunteers, trustees, leadership

26. 10. Treat each legacy as a gift.
Say thank you.

27. 1. The strategy is engagement
2. The outcomes are whatever they
tell us
3. The goal is to help them make a gift
Back to the future…

28. Thank you for listening