Legacies Building a Bright Future

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Legacies - Building a Bright Future 12th March
2008
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Legacies - Building a Bright Future 12th March
2008
Legacy Fundraising Learn from the past Invest
in the future Lorraine Groves, Head of Legacies
Charity Registration No. 221124
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Our History

• The Childrens Society was founded in 1881
• Supported by the Archbishop of Canterbury
• Church of England Central Home for Waifs
  Strays
• 1946 Church of England Children Society
• The link with the Church was critical to success
  

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Our Mission
The Childrens Society provides help and
understanding for those forgotten children who
are unable to find the support they need anywhere
else
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Working with the Church

• Church of England partnership still very
  important
• Archbishops of Canterbury York are Presidents
• Most Diocesan Bishops are Vice-Presidents
• Actions guided by Christian values
• The Chair of Trustees is the Bishop of Leicester
  
• We believe unconditionally in the worth and
  importance of children

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127 Years Later

• Children in trouble with the law
• Runaway children at risk on the streets
• Disabled children without a voice
• Refugee children facing exclusion
• Traveller and gypsy children
• Children and young people affected by adult drug
  alcohol abuse
• Young carers

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Legacies Matter

• 40 of Voluntary Income
• 20 of Gross Income
• ROI 70
• Marketing Administration together in one team
  
• Importance is recognised and valued
• Huge potential for growth short and long term

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Legacy Income

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Legacy Income for Faith Based Charities
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Converting Enquirers to Pledgers

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Supporter Journey

• Proactive approach with Enquirers, Intenders and
  Pledgers
• Write to Enquirers with second letter after 6 -
  8 months
• Contact best Enquirer prospects - Telemarket
  after 12 - 18 months
• Intender TM rolling upgrade programme after 12
  months
• Work jointly with Individual Giving to maximise
  ROI
• Capture dates of birth and telephone numbers
• Christmas calendar with response mechanism

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Pledger Motivations

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Pledger Care Programme

• Look after your Pledgers before someone else
  does
• Give them the choice to opt in/out of
  communications
• Cash asks, raffle tickets, collecting boxes,
  volunteers
• Annual Festival
• Invite to special events eg Chelsea Flower Show
• Christmas card and calendar
• Biennial bespoke survey
• Talk to them whenever you can

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Getting Supporters Interested

• 99 of our supporter base are Legacy prospects
  yet less than 5 leave us a gift in their will

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Recruitment from Scratch

• Mention Legacies whenever and wherever you can
• Get help - projects, Trustees, volunteers, staff
  
• Piggy back on other fundraising activity
• Media training - be loud and proud
• Selective advertising - not little and often
• Keep an accurate and comprehensive database
• Involve your Legacy Administrator
• Regular feedback

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Legacy Messages

• Big or small - we like them all
• Encourage residuary bequests
• Prefer gifts for general purposes
• Restricted funds pose particular challenges
• Baby Boomer messaging - more choice, more
  control
• Link with Donations in Memory - next logical
  step

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Community Church

• 15 Community Fundraisers in England
• Legacies part of their toolkit - building
  confidence
• Briefing included in retail volunteer
  recruitment
• Talks - lay preachers and volunteer speakers
• Diocesan Presidents Coordinators - conference
• Committee events - Legacy team involvement

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Looking to the Future

• Continue to engage the whole organisation
• Community team even more important
• Regional Legacy Advisers in Legacy hotspots
• Annual, targeted warm recruitment mailing
• More piggy-backing
• Will writing through CotY solicitor partners
• Gift solicitation appealing to Baby Boomers

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Over to You..
Any questions? Contact lmg_at_childsoc.org.uk