CDE project 10 appendix 1: case studies to showcase putting donors at the heart of legacy fundraising

Written by
The Commission on the Donor Experience
Added
April 21, 2017

Four case studies are described here, each demonstrating strategy and behaviour in legacy inspiration that place the donor at the heart of its practices and activities. They are 

  1. Remember a Charity
  2. WaterAid
  3. UNICEF UK
  4. Cystic Fibrosis Trust

Each case study has been chosen to showcase the type of approach set out in this paper and identified in the project. 

Remember a Charity 

Remember a Charity was launched in 2000 and consists of over 160 of the UK’s favourite charities. The campaign works with member charities and partners in the legal sector, government and private sector, to encourage more people to consider leaving a charitable gift in their will once they have looked after their families and friends.

Together, Remember a Charity aims to do what no single charity can do alone: make legacy giving a social norm by changing behaviour.

WaterAid

WaterAid started in 1981 and, in the last 30 years, has gone from strength to strength to become one of the most respected organisations dealing solely with water, sanitation and hygiene issues. It has also helped to influence policy and practice to ensure that the vital role of water, hygiene and sanitation in reducing poverty is recognised globally.

UNICEF UK

UNICEF was created in 1946 to help to protect children after World War 2. UNICEF is the world’s leading organisation for children, promoting the rights and wellbeing of every child. Together with its partners, UNICEF works in 190 countries and territories to deliver practical action, making a special effort to reach the most vulnerable and excluded children. UNICEF UK also runs programmes in schools, hospitals and with local authorities in the UK. 

Cystic Fibrosis Trust

The Cystic Fibrosis Trust is the only UK-wide charity dedicated to fighting for a life unlimited by cystic fibrosis (CF) for everyone affected by the condition. Cystic fibrosis (CF) is a genetic condition affecting more than 10,800 people in the UK. The Cystic Fibrosis Trust funds cutting-edge research, drives up standards of care and supports people with the condition and their loved ones.

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About the author: The Commission on the Donor Experience

The CDE has one simple ideal – to place donors at the heart of fundraising. The aim of the CDE is to support the transformation of fundraising, to change the culture to a truly consistent donor-based approach to raising money. It is based on evidence drawn from first hand insight of best practice. By identifying best practice and capturing examples, we will enable these to be shared and brought into common use.

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CDE project 10 section 5: the legacy marketing, fundraising and influence method and experience

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CDE project 10 appendix 1: WaterAid

This case study was put forward for an Institute of Fundraising Legacy Award and highlights the combination of strategy, marketing and culture to promote legacies in a more donor-friendly way.

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CDE project 10 appendix 1: UNICEF UK

UNICEF UK had reviewed its legacy strategy and concluded that it needed to engage a wider audience and to reach more people while simultaneously finding innovative ways to engage existing supporters.

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CDE project 10 appendix 1: Cystic Fibrosis Trust

The Cystic Fibrosis Trust recognised that, as a charity in which the condition they were seeking to address was responsible for early death, the subject of legacies was a difficult one to introduce to their core audience and beyond – people with CF and their families and friends.

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CDE project 10 appendix 1: Remember a Charity

This case study illustrates an insight-driven and donor-led campaign.

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