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 3618dylan.carroll@barnardos.org.uk