good bites...legacies 14_09_2011
DESCRIPTION
The UK legacy market is estimated to be worth around £1.9 billion* a year yet many charities struggle to create effective strategies and communications that tap into this. Striking the right balance between inspiring a supporter to want to leave you a legacy and overcoming the barriers that stop them doing so is essential within your legacy marketing strategy. Only by understanding people and their motivations, then using this insight effectively, can you create the right offer (not ask!) that genuinely engages, inspires and reassures.Speakers Roger Lawson, Strategy & Planning Director, Paul Newman, Senior Planner and Debbie Clark, Planner, The Good Agency shared some of the most effective legacy marketing in the sector. Rob Cope, Director, Remember a Charity shared insights on how Remember a Charity can share your burden.* Legacy Foresight 2009TRANSCRIPT
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