legacies from scratch presentation sheffield hallam sept 09
DESCRIPTION
TRANSCRIPT
Legacy FundraisingLegacy Fundraisingfrom scratchfrom scratch
Graham Richards MInstF(Cert)Graham Richards MInstF(Cert)
Freelance FundraiserFreelance Fundraiser
We can’t afford to do that!We can’t afford to do that!That’s just for the big charitiesThat’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
Large campaigns = large Large campaigns = large costs!costs!
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?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
A current “snapshot” of A current “snapshot” of legacieslegacies
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 potentialFuture 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
Future threatFuture 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
Where do you start?Where do you start?
R.I.P. Research Investment Planning
Where do you start?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)
Where do you start?Where do you start?
InvestmentInvestment The value of legacies justifies The value of legacies justifies
investment – the ROI can be hugeinvestment – the ROI can be huge It need not cost much or anything – It need not cost much or anything –
initially time rather than moneyinitially time rather than money You need to look medium to long termYou need to look medium to long term
Where do you start?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)
Marketing your messageMarketing 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)
Marketing your messageMarketing 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
Future opportunitiesFuture 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”
Do’s and don’tsDo’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
