Launching your Legacy Programme
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Hosted by Stephen Follows (Catsnake: The Story Agency) and Helen Smith (RNIB) the focus of this roundtable was on building and launching successful legacy programmes.
Joining them on the panel were:
Jenny Girdlestone, Legacy and In Memory Officer at HorseWorld – Jenny shared her experience of building a legacy programme from the ground up. She spoke about the importance of getting to know and building relationships with supporters, and how she used direct mailing and events to do this. She talked about what legacy income means to HorseWorld both now and for the future, and how a good legacy programme can not only lead to more pledgers but also an increase in short-term income. Jenny also emphasised the importance of creating a supportive environment where all staff can effectively discuss and promote legacy giving.
Stephen Rowland, Head of Partnerships at Farewill – Stephen discussed the legacy giving landscape and the critical role of data in optimising legacy programmes. He shared insights on will-writing trends and advice for charities on the optimal timing for engaging supporters, methods to maximise legacy gifts, and the most effective channels for communication. Stephen also touched on the demographic differences in legacy giving preferences e.g. pecuniary vs residuary gifts, and the changing attitudes towards will-writing.
Audrey Cornelius, Director of Fundraising at British Liver Trust & Children’s Liver Disease Foundation – Audrey spoke about the exciting new merger between the British Liver Trust and the Children’s Liver Disease Foundation (CLDF), and the lovely response she’s seen from CLDF supporters. Audrey spoke about the growth of their legacy programme, and how their messaging has shifted from focusing on the mechanics of will writing, to asking their supporters what they want their personal legacy to be. She also shared how they focus on two legacy campaigns annually, utilising email, direct mail, and social media in an innovative way.
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