good bites...legacies 14_09_2011

14th September, 2011

Good Bites…On Legacies

Roll up…Roll up

Roll up…Roll up

The legacy propositiongenerator

Roll up…Roll up

The legacy propositiongenerator

Legacy proposition generator

British Red Cross

Great Ormond Street Hospital

Shelter

WWF

Cancer Research UK

Alzheimers Society

Christian Aid The Horse Trust

Macmillan

It’s all the same

Getting someone to leave you a gift is difficult

Our sector has forgotten the basics

• People give to people

• Before we reassure, we have to inspire

• Emotion first, then the rational argument

• People don’t remember what you say… … they remember how you make them feel

Inspiration

Action

It’s a story

INSPIRATION

BARRIERS

RELEVANCE

SHARED VALUES

CLOSENESS TO CAUSE

EXPERIENCE

FAMILY 1ST PEOPLE LIKE ME DO THIS TYPE OF THING

LARGE / SMALL GIFTS

IMPORTANCE OF LEGACY

INCOME

OFFER NOT ASK

PARTNERSHIP

CONTINUATION OF ORGANISATIONAL

MESSAGE

ACTI

ON

POSITIONING

VISION

IMPACT

Inspiration =

Proposition + Craft

Propositions to consider

Future generations

Future generations

Future generations

Partners in achieving change

Partners in achieving change

“Remember the RSPB in your will

and we can continue restoring and

preserving the world’s natural

habitats. Which means that future

generations can experience a world

as magnificent as the one you live in.

“Together, we can make sure these

incredible moments last forever.”

Partners in achieving change

Personal versus landscape level

Personal versus landscape level

Appreciation / Thank you

Personal to target audience

Personal to target audience

Personal to the target

Shared Values

• Spirit of humanity

• Heritage

• Ethos

• Beliefs

“Appalled at the suffering of those left to die due to

lack of care after the Battle of Solferino, Henry

Dunant proposed the creation of a neutral and

impartial organisation to help relieve suffering in

times of war. So the Red Cross Movement was born.

Just as Henry Dunant was moved to help his fellow

human beings in a time of great suffering, you too

can reach out a hand of humanity to those in

distress years from now. By including a gift in

your will to British Red Cross, you can help to

keep the spirit of humanity alive through

whatever is to come.”

Shared Values

Shared values

Vision

“Make a lasting stand against the

injustice of poverty – for this generation

and the next.”

Vision

Craft

Reasons to believe

A legacy is an offer, not an ask

Brand promise

Brand promise

“Gifts in Wills are absolutely

vital to our work. They

enable us to look to the

future, invest in long-term

programmes, and plan for a

world where no child is born

to die.”

Over the long term

Emotive

“A gift that could change a million lives”

Relevant to motivations

“The work of our crews relies entirely upon the generosity of

people like you.

Please consider how a gift in your Will could help save lives for years

to come.”

Please remember…

Proposition + Craft

= Inspiration

Action

Thank you