An Introduction to Legacy Marketing
A Workshop by Dylan CarrollSenior RDO Gifts in Wills
at Barnardo’s
So I Pitch it Right…
Why Legacies?
Annual value of Legacies to the Third Sector?Just under £2,000,000,000!
Trusts = £1,5 billionCorporate = £700 million
Why Legacies?
Typical cash legacy?£3,000-4,000
Typical residual legacy?£35,000-£50,000
Typical ROI?35:1 – 50+:1
The Challenge
% of adults in the UK that regularly support charity?75%
% of Wills containing charitable bequests?15%
The Opportunity
The Joseph Rowntree Foundation reports that 9 out of 10 people think that they have something to leave as an inheritance
Two-thirds of people asked said they would consider leaving a legacy to charity if they wrote their Will tomorrow
The “Baby Boomer” demographic and their disposable income
Let’s not Forget the Death Rate!
520
540
560
580
600
620
640
660
1991 93 95 97 99 01 03 05 07 09 11 13 15 17 19 21 23 25 27 29 31
000's
Source: ONS, Government’s Actuary department
1. ‘Small’ is Bountiful
2. Get the ‘Proposition’ Right
Your Legacy Vision
Should include:- Past successes- Key past events- The future need- Cost effectiveness- Use of past legacies
Your Legacy Vision
Should be:• Inspirational• Tangible• Forward looking
Write a short proposition for your charity – Why should I remember you?
3. Power from your ‘People’!
Common Factors in Legators
4. ‘Promotional Channels’
Drip, Drip… Drop!
5. Create a ‘Culture’
6. ‘Listen’ to your Donors
7. Show ‘Impact’
8. Mind your ‘Language’
Language and Key PhrasesA Gift in your Willvs. Bequest or Legacyor ‘remember us in your Will’
“Make a lasting difference…”“Family and friends come first…”“Every Gift in every Will…”“Not just for rich and famous…”“When the time is right…”“Please consider… a small percentage”
…and your tone!
9. Inspire and be ‘Brave’
10. What does ‘Success’ Look Like?
To Summarise
1. Small is bountiful2. Get the Proposition right3. Power from your people4. Promotional channels5. Create a culture6. Listen to your donors7. Show impact8. Mind your language9. Inspire and be brave10.Success (hopefully…)
GOOD LUCK!!Please stay in touch:
0121 458 [email protected]