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Legacies From Scratch Presentation 2 Nov 2008

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Information about Legacies From Scratch Presentation 2 Nov 2008

Published on January 27, 2009

Author: GrahamRichards

Source: slideshare.net

Description

Where do you start to promote gifts in Wills to your charity? This practical presentation will take you through the process, step by step.
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Legacy Fundraising from scratch Graham Richards MInstF(Cert) Freelance Fundraiser

We can’t afford to do that! That’s just for the big charities Let’s look at what the major charities do: National & Regional Newspaper ads TV, Radio and Cinema ads Posters & Hoardings Direct Marketing Face to Face legacy fundraisers Events & Visits

Let’s look at what the major charities do:

National & Regional Newspaper ads

TV, Radio and Cinema ads

Posters & Hoardings

Direct Marketing

Face to Face legacy fundraisers

Events & Visits

Large campaigns = large costs! No one expects small, local charities to engage at this level The key is to start from where you are

No one expects small, local charities to engage at this level

The key is to start from where you are

So why are legacies important? Potentially the largest source of voluntary income Usually, unrestricted Very low fundraising costs A measure of your organisation’s long term support base

Potentially the largest source of voluntary income

Usually, unrestricted

Very low fundraising costs

A measure of your organisation’s long term support base

A current “snapshot” of legacies 16% of Wills are charitable £49bn transferred through Wills, but only 3% goes to charity (that’s still £1.47b!) 40% of 65+ include charitable gifts 22% of widows / 6% of men leave gifts to charity 2006: av pecuniary = £3k and av residuary = £28.5k 3-5 years before return on investment

16% of Wills are charitable

£49bn transferred through Wills, but only 3% goes to charity (that’s still £1.47b!)

40% of 65+ include charitable gifts

22% of widows / 6% of men leave gifts to charity

2006: av pecuniary = £3k and av residuary = £28.5k

3-5 years before return on investment

Future potential 84% of Wills do not yet contain charitable bequests Baby Boomers: Affluent Sense of responsibility Positive about good causes Competition is still limited Smaller charities beginning to do better in the legacy market

84% of Wills do not yet contain charitable bequests

Baby Boomers:

Affluent

Sense of responsibility

Positive about good causes

Competition is still limited

Smaller charities beginning to do better in the legacy market

Future threat Growing competition – more charities taking legacy fundraising seriously More shared bequests People living longer Increased care costs Fewer spinsters – more widowers Baby Boomers – peaking 2020-2035 The debt-free generation is passing Indebted generation to follow

Growing competition – more charities taking legacy fundraising seriously

More shared bequests

People living longer

Increased care costs

Fewer spinsters – more widowers

Baby Boomers – peaking 2020-2035

The debt-free generation is passing

Indebted generation to follow

Where do you start? Investment Research Planning

Investment

Research

Planning

Where do you start? Investment The value of legacies justifies investment – the ROI can be huge It need not cost much or anything – initially time rather than money You need to look medium to long term

Investment

The value of legacies justifies investment – the ROI can be huge

It need not cost much or anything – initially time rather than money

You need to look medium to long term

Where do you start? Research Any previous legacies How many? Values? Types? Profile of legators Your supporter database Over 50s? Widows or spinsters? How do they compare with your legator profiles? Similar causes What do they do? (i.e. activities, literature, etc) Success rate? (% of legacies as part of all voluntary income)

Research

Any previous legacies

How many?

Values?

Types?

Profile of legators

Your supporter database

Over 50s?

Widows or spinsters?

How do they compare with your legator profiles?

Similar causes

What do they do? (i.e. activities, literature, etc)

Success rate? (% of legacies as part of all voluntary income)

Where do you start? Planning Draft a legacy fundraising strategy Simple with realistic targets Who will do it? (internal or external?) Decide your budget Take into account unpredictability You can’t plan projects based on legacy income You can plan what you could do if legacies come along (a Wish List)

Planning

Draft a legacy fundraising strategy

Simple with realistic targets

Who will do it? (internal or external?)

Decide your budget

Take into account unpredictability

You can’t plan projects based on legacy income

You can plan what you could do if legacies come along (a Wish List)

Marketing your message Begin with the obvious: Newsletters Annual report Email footer Your website On the back of “thank you” letters (a “legacy sandwich”) Existing supporters and volunteers (are your warmest potential legators)

Begin with the obvious:

Newsletters

Annual report

Email footer

Your website

On the back of “thank you” letters (a “legacy sandwich”)

Existing supporters and volunteers (are your warmest potential legators)

Marketing your message Explore other mediums Direct mailing? Focus groups? Through legacy administration (to NoK or Executors) Through special events Posters Use of video via website, blogs, Web 2.0

Explore other mediums

Direct mailing?

Focus groups?

Through legacy administration (to NoK or Executors)

Through special events

Posters

Use of video via website, blogs, Web 2.0

 

 

 

 

 

 

 

 

 

 

Future opportunities Targeting specific groups Single people, childless couples, men Work on the message Messages to match the moment/time Size doesn’t matter – all gifts are valuable “ You can make a real difference”

Targeting specific groups

Single people, childless couples, men

Work on the message

Messages to match the moment/time

Size doesn’t matter – all gifts are valuable

“ You can make a real difference”

Do’s and don’ts In all your publicity use: Simple words and terms E.g. “a gift in your Will” not legacy or bequest Other people’s words and real stories Good use of images says it better than words Passion again and again and again! Links to your website where you can expand your information, etc

In all your publicity use:

Simple words and terms

E.g. “a gift in your Will” not legacy or bequest

Other people’s words and real stories

Good use of images says it better than words

Passion again and again and again!

Links to your website where you can expand your information, etc

Thank you Graham Richards Freelance Fundraiser [email_address] Web: www.freelancefundraiser.co.uk

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