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64 pages tagged with Legacy:
- ‘Behind the clock’ legacy marketing – if you aren’t doing it, perhaps you should be The decision to make a will and leave a legacy is often one that takes a long while. Find out how to engage with your supporters and deliver the legacy messages that will help them to make one of the most important gifts of all.
- Action on Hearing Loss: put a gift in your will Action on Hearing Loss has calculated that this legacy campaign is likely to generate around £2 million in the future.
- Are communication departments the enemy of fundraisers? Richard Radcliffe thinks some charity communication teams are stupid and shares some stories to show why. What do you think?
- Association of International Cancer Research: Inspiring Stories Book By creating real, personal, one-to-one conversations, AICR not only inspired their supporters, they also made them feel as though they really cared.
- Battersea Dogs and Cats Home: ‘Leaving a gift in your will’ TV ad Since this upbeat, inspiring television ad started airing in 2020 it has helped generate over 1,000 legacy information pack requests. But how did the fundraisers do it? Keep reading to discover how Battersea Dogs and Cats Home created a legacy television ad that’s proven its worth over the past three years… and counting.
- British Heart Foundation ‘Gift of Hope’ and ‘Give in Celebration’ Find out how the British Heart Foundation completely reinvented their strategy for in memory giving. How? By providing a more involving experience for donors and making great use of new technology. A wonderful lesson for all fundraisers
- CDE project 10 appendix 1: case studies to showcase putting donors at the heart of legacy fundraising 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.
- 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.
- CDE project 10 appendix 1: Remember a Charity This case study illustrates an insight-driven and donor-led campaign.
- 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.
- 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.
- CDE project 10 section 1: an overview of and background to legacy fundraising To leave a legacy is a natural human desire. Since the beginning of history, human beings have striven to pass on something of ourselves to future generations.
- CDE project 10 section 2: legacy fundraising today and the opportunity before us In the past 15 to 20 years, legacy fundraising has embraced new forms of reach and engagement. The rise of digital platforms and other media have increased and developed engagement.
- CDE project 10 section 3: putting the donor-led experience at the heart of legacy fundraising growth What do donors need and want in order to make the giving of a gift in their wills meaningful, normal, joyful, easy and rewarding?
- CDE project 10 section 4 part 1: the approach used in this report and the basis for these conclusions To draw together some inputs, ideas and contributions that shaped some of the conclusions and recommendations in this paper, we have organised the collection of insights around four areas.
- CDE project 10 section 4 part 2: the experiences and needs of donors and their families At the heart of the challenge of providing the best experience are the primary wishes of the donors and their families.
- CDE project 10 section 4 part 3: how the donor might behave and how can we use insight to improve experience Much has been written about the power of emotion and at the heart of thinking about how these can be used in legacy fundraising, the following are links to four resources pertaining to the art and science of emotion.
- CDE project 10 section 4 part 4: the organisation’s culture, capacity and experience Creating a positive experience for legacy donors or for those enquiring about becoming such donors requires a much wider contribution and understanding from the organisation.
- CDE project 10 section 5: the legacy marketing, fundraising and influence method and experience The majority of legacy gifts are made without revealing intent in life. We have indicated reasons that this focus may actually drive engagement away rather than encourage openness.
- CDE project 10 section 6: the probate and legacy administrative experience and approach The donor experience is complex, and there are a variety of experiences that donors may with a charity during their journey.
- CDE project 10 summary: legacies This project will look at the strengths and weaknesses of the current model of legacy fundraising and identify how we make sure that people feel encouraged to include charities in wills.
- CDE project 23: part 2 - project 7 - 10 7. Companies 8. Trusts and foundations 9. Major donors 10. Legacies
- Children’s Cancer Institute of Australia: bequest conversion pack This very detailed exhibit shows clearly how to ask donors and potential donors for the biggest gift they’ll ever make – a legacy. The campaign achieved brilliant results and stands out in the charity sector as an example of good bequest (legacy) marketing. It showed that asking someone for a bequest doesn’t have to be daunting and risky, as long as it is done in a sensitive, respectful manner that offers an emotive and compelling case for support.
- Crimestoppers: reverse pickpocketing is putpocketing The charity Crimestoppers launched an integrated experiential and social media campaign to raise awareness of pick pocketing that also aimed to change public behaviour.
- Five ‘must dos’ of bequest fundraising In this helpful breakdown of how to set out a legacy fundraising strategy, Fiona insists that it is not just the big brand charities that have the potential to develop a significant legacy income and provides step-by-step advice on how to increase legacy-gifts for your organisation.
- Gifts in wills and the NSPCC brochure NSPCC brochure in full.
- Great Ormond Street Hospital: legacy marketing 1856 Why is it that the giving and receipt of legacies figured strongly in Victorian literature, yet is largely absent today? The announcement in the annual report of The Hospital for Sick Children (later Great Ormond Street Hospital) appeared just four years after the hospital was founded, but it was already obvious that gifts of legacies would be very important to the health and development of the hospital.
- Greenpeace Australia: The legacy beer mat The copy you see above is a line that every writer wishes he or she had written. If half the challenge with legacy marketing is how do you raise the delicate subject with donors, then this brilliant promotion hits every button perfectly. Without doubt, it is a fundraising classic. But did it actually generate many bequests? Click to find out...
- Greenpeace Canada: Coronavirus legacy campaign How Greenpeace Canada used the pandemic crisis to get closer to their donors and start a conversation about the future.
- Greenpeace Sweden’s legacy commercials Colourful cartoon characters present the threats to their environment and set up a conversation about legacies for Greenpeace in Sweden. It’s all about trying new things and taking risks, which too many organisations shy away from. Greenpeace International has developed a structure to make them possible.
- Hilda’s suitcase: when’s the right time to discuss leaving a legacy? Step into SOFII’s archive to explore more insights on legacy giving. We think you’ll love this charming and personal story from Norma Cameron, in Canada, who learned a very important lesson about gift planning from her mum.
- In lieu of flowers: how to write lively memorial donation thank-you letters Are your in-memoriam donation thank-you letters destined for donor oblivion? This copywriting clinic looks to help you rescue them from a fate worse than, well… death.
- Is your donor a Spiderman, Batman or a Wonder Woman? Superheroes have a unique backstory that makes them who they are and shapes their narrative. But in fundraising, your donor has an ‘origin story’ too. Marina Jones believes that making an effort to learn more about your donor’s story can give you an insight into why they choose to give – and help you build supporter loyalty.
- Just the facts on legacy giving Rumour has it that legacy gifts account for as much as one-third of the philanthropic income of charities in the UK, or at least of the largest ones. Whether or not that’s an accurate estimate, it’s clear to all observers that legacies account for a far larger share of charitable revenue in the British Isles than they do elsewhere.
- LA Gay and Lesbian Center: legacy leadership campaign The centre created an exceptional legacy programme, combining the best of direct mail and telephone marketing with sensitive cultivation and stewardship techniques.
- Legacies, they’re nowt to do with thee!* If you want to create a great, inspirational legacy campaign, you need to get inside your donors’ heads.
- Legacy of Hope newsletter and reply form, from Bread for the World, USA This direct mail package enclosed a newsletter for the Bread for the World ‘Legacy of Hope’ giving society, which has raised millions of dollars in bequests to support the organisation’s work.
- Living Legacy Society newsletter, from the Union of Concerned Scientists, USA This newsletter represents the culmination of nearly a decade of successful direct marketing efforts by Mal Warwick Associates and the staff of the Union of Concerned Scientists.
- NSPCC: Legacy-themed Garden of Magical Childhood This garden was designed to demonstrate how gifts in supporters’ wills supported the NSPCC’s work. It is a beautiful and unique way to take visitors on a special journey through history.
- NSPCC’s supporter care gifts in wills ‘mind map’ This innovation from NSPCC - the mind map - could raise £1,000,000 in legacies.
- Oxfam: ‘Stay in the Fight’ legacy campaign This super film from Oxfam marked their return to legacy marketing after a period focussing on other fundraising streams. Sinem Bilen-Onabanjo shares how the team carefully crafted one minute of moving and effective creative.
- Remember A Charity legacy awareness week 2014 Without legacies very many charitable organisations all over the world wouldn’t exist. Click here to see Remember A Charities ‘living legends’ explain their love of giving and why they have left a legacy to charity in their will.
- Remember a Charity’s initial research into legacy giving Charities in the UK receive £2 billion per year, 13 per cent of all charitable donations, through gifts in wills. Research carried out this year by Remember a Charity showed that by asking the right questions this already massive amount could be increased by 67 per cent. Want to find out the questions? Of course you do so, go ahead, click here to see them on SOFII.
- Rhode Island Foundation: why less can be more with the annual report, particularly when it comes to legacies To send or not to send? If you ask your donors if they want to receive your annual report, why do you think they don’t reply? It could be inertia, ‘I’ll do it tomorrow’. Maybe they think they'll be saving you time and money, they’re nice, considerate people after all. By the same token intertia will stop them going to your website to view your report online – and you will never know. If you send a printed copy, you know they have it and might they not be more likely to look at it, if it’s there in their hands? The stories here from Tom Ahern and the Rhode Island Foundatio show the power of the printed word.
- RNLI: the legacy letter This is a classic example of a direct appeal to supporters, asking for information that will help plan future income. The candid, plain-speaking, respectful copy reminds supporters that RNLI relies heavily on legacies to fund their work. You can read the whole thing here.
- RSPCA: ‘home for life’ scheme A superb new service from the RSPCA that takes away the worries and concerns of their supporters, whilst increasing their legacy income considerably.
- Sandra Schmirler Foundation’s printed legacy guide: You’re In My Heart Forever’ A great legacy campaign from Canada; the Sandra Schmirler Foundation manages to tread that delicate balance between inspiring their supporters with stories about the lives of ordinary families and sharing why legacies are so important.
- Shelter: Give People Change legacy proposition and campaign In this case study you’ll discover how Shelter transformed their legacy fundraising and secured £1 million of pledges in just one year. Crucially, the charity began their campaign with a new and improved proposition for long-term donors.
- SOFII stars: treasures of legacy marketing Our selection of SOFII stars this time centred on treasures of legacy marketing. Exhibits and articles include Greenpeace Sweden’s legacy commercials, a University of Oxford legacy brochure, the NSPCC’s approach to legacy training and Mal Warwick giving us the facts on legacy giving, amongst a wealth of ever essential reads.
- Southern Poverty Law Center: Partners for the Future legacy letter and brochure These two items – a single page letter and 16-page booklet, which together constitute a single legacy-promotion direct mail package, represent an outstanding effort in legacy marketing by one of the leading practitioners of the direct marketing art in the USA, the Southern Poverty Law Center.
- Surveying the legacy landscape: why we’re doing it and why we need you What do senior fundraisers in Madrid, Winnipeg, Wyoming, Geneva, Singapore, Manchester, Calgary, Dublin and Hamburg have in common?
- The Darüşşafaka Society: a unique offer for special donors Darüşşafaka – meaning house of kindness – has provided full scholarships to orphans as well as clothing, accommodation, healthcare and food. But there’s also a lot we can learn about donor care, legacy and high value fundraising from the oldest NGO in Turkey.
- The Good Will Guide from Catholic Children’s Society, UK This is very helpful information from the Catholic Children’s Society because it really does make a potentially very complex process quite simple.
- The Harry Secombe soft sell legacy approach This campaign dates back to the late 1980s and was created by Burnett Associates Limited with Dennis Kingshot at the NSPCC.
- The Legacy Showcase – where fundraisers share inspiring campaigns SOFII knows that fundraisers like you understand the importance of legacy fundraising and are seeking new ideas to inform and inspire your work. Well look no further! The Legacy Showcase is a collection of short videos where fundraisers share their favourite legacy campaign and explain why they think it’s worthy of your admiration too.
- The Wizard of Oz – key advice for legacy fundraisers Join Chris Millward as he steps inside a classic film for take a walk along the ‘yellow brick road’. While doing so, he’ll take you on a journey towards legacy fundraising success.
- Tutorial 57: stand in your donor’s shoes Someone somewhere is waiting for your mail. She could be a legacy prospect. Have you excluded her from your mailing list because she gave so little last time – even though she’s been making donations for years?
- Two days in Dublin: fundraising inspiration in Ireland’s capital – part two In this report we look at two sessions from Australia-based data and dm expert Sean Triner on mid-level donors and legacies and governance guru Simone Joyaux’s rallying cry for creating extraordinary experiences.
- University of Michigan, USA. Newsletter, plus reply form We at SOFII also liked the simple graphic presentation of different giving plans that are shown in this newsletter (option 1, the maize plan and option 2, the blue plan). Donors don’t automatically understand the implications of their giving, particularly when there are tax advantages. If these can be simply rendered in graphic form, then donors will be encouraged and fundraisers will benefit.
- Voices for Justice newsletter, from Human Rights Watch, USA This package is an excellent example of a legacy society newsletter, with its special focus on the mission-based activities that constitute true donor motivation.
- Why should you structure legacy fundraising content around pledger stories? When it comes to legacy fundraising, the research is clear. Effective legacy content should be structured around the stories of your living pledgers.
- WWF integrated legacy marketing campaign This is truly ground-breaking communication for fundraising. Not only did these press advertisements and posters herald a new approach to the promotion of legacies (bequests) but they were also the first ads to use jargon-free language and to talk about legacies in plain, everyday terms that any one could understand.
- YMCA: ‘soft sell’ legacy advertising In the mid 1980's, the YMCA offered a free legacy information service to generate a list of potential prospects...
- You just gotta love older people If you are a fundraiser, you just gotta love older people. Fundraisers, on average are pretty young. Donors, on average are pretty old. So we have an interesting gap to overcome in connecting these fundraisers and donors.
