17th November 2014 Holiday Inn Bloomsbury London
LEGACY FUNDRAISING CONFERENCE How to make your organisation noisy about legacies...
EXPERT SPEAKERS INCLUDE Stephen George Freelance Fundraising & Management Consultant Claire Hellery Legacy Campaign Manager, Guide Dogs Eifron Hopper Head of Legacies, RNIB Stephen Mooney Managing Director, Nerve David Pastor CEO, Claire House Children’s Hospice Richard Radcliffe Director, Radcliffe Consulting Ashley Rowthorn Senior Legacy Development Manager, Royal Voluntary Service Brenda Allanson Major Gifts and Legacies Manager, Friends of the Earth Nick Thomas Creative Planner, Tangible Duncan Bell Legacy Fundraising Consultant Ian Scott Legacy Fundraising Consultant
Excellent fundraising for a better world
How to make your organisation noisy about legacies
C
ould your legacy comms do with a bit of a boost? Do you feel like you are screaming your legacy message at the top of your lungs, yet no one else in your charity seems to notice or realise that they need to be promoting legacies to ‘their’ contacts too? All donors are potential legators, they just need the right nudge from the right person in your organisation.
This conference is designed to help break down silos in your charity and help get your legacy message heard by all your supporters. It will show you how your team can make it easier for other departments to talk about legacies make your message part of their conversations with potential donors. The day will kick off with some inspiring case studies of great legacy campaigns, including the winner of the 2014 National Award for Legacy Fundraising. You will then hear from speakers who work in a range of other fundraising disciplines and learn how to apply their successful techniques to your organisation’s legacy campaign: • How can you make sure your message resonates with a major donor? • What does it take to make your volunteers your best legacy advocates? • What content does your digital team need in order to effectively deliver your legacy message? Get the perspectives of all teams and levels, from volunteer to CEO, and find out just how to make your whole organisation noisy about legacies.
Morning 09.00 Registration and refreshments 09.30 Opening remarks from the Chair Stephen George, Freelance Fundraising & Management Consultant 09.50 National Awards winner 2014 Find out the secrets behind the success of Guide Dogs’ Award-winning ‘Leave a gift that’s full of life’ campaign.
Legacy Programme Monday 17th November
Claire Hellery, Legacy Campaign Manager, Guide Dogs 10.30 Emotion or fact “Women respond to emotional appeals and men to facts, right?” “Legacies are all about building an emotional connection.” These are statements that we at RNIB would have signed up to once upon a time but which were challenged by a couple of mailings we did in 2013. Since then we have explored the matter further and come to some interesting conclusions about what makes our legators tick. Come along and hear what we have found out; challenge it; learn from it and share your own experience. Eifron Hopper, Head of Legacies, RNIB 11.10
Coffee and networking
11.30 Seeking insights from new places – a new and compelling proposition for Royal Voluntary Service Problem: How do you create a legacy proposition for an organisation that lots of people haven’t heard of, that will stand out in a crowded market? This was the task facing the legacy team at Royal Voluntary Service. Solution: Collaborate with experts from in and outside the sector to help uncover the best new insights to find their unique brand truth, and drive a new and compelling legacy proposition. This session will take you through the “Nerve Networks” approach that Royal Voluntary Service adopted, the experts consulted, and the resulting insights, proposition and communications that came out of it. Ashley Rowthorn, Senior Legacy Development Manager, Royal Voluntary Service Stephen Mooney, Managing Director, Nerve 12.10 CEO’s perspective – getting everyone to speak the same language What does it take to break down fundraising silos, making sure that the whole charity, from CEO to volunteers, are willing and able to talk to supporters about legacies? Hear from one CEO who is dedicated to ensuring that all staff are an extension of the fundraising team, with the aim of more than doubling his charity’s income and impact as a result. David will tell you what Claire House Children’s Hospice has achieved so far as they set out on their hugely ambitious fundraising programme and cover the theory, practise and insights behind the transformation. He will also explain how to apply this leadership process for the benefit of other organisations. David Pastor, CEO, Claire House Children’s Hospice
12.50 Lunch
Excellent fundraising for a better world
Afternoon 13.50 I’m a major gifts fundraiser, why should I be worrying about legacy gifts? Major donors are your richest supporters so of course you want to encourage them to leave you a legacy. However, how do you encourage your major gifts fundraisers to ask for legacy gifts? This session will address the danger of operating in silos and look at how major gifts and legacy fundraisers can benefit from a close working relationship. Brenda Allanson, Major Gifts and Legacies Manager, Friends of the Earth
14.30 Inspiration or perspiration? When it comes to DM what is the best way to inspire a donor to leave a legacy? Is it a clear and motivating vision or the promise of effectiveness? It is really any different to asking for a £20 donation? These questions and more answered in a quick-fire interactive session. Nick Thomas, Creative Planner, Tangible 15.10
Coffee and networking
15.30 Volunteer legacy promotion – legacy action in the community Legacy fundraising is outrageously under-resourced. But this need not be so. Recruiting and training volunteers is dead easy. This session will tell you how to recruit and train all volunteers - trustees, service providers, event organisers, envelope stuffers and anyone else who gives their time. Volunteers are the greatest opportunity to spread the legacy word in your local community. Richard Radcliffe, Director, Radcliffe Consulting 16.10 Broken promises? Pressing people for their legacy intentions is unsatisfactory. People dislike it. Life events happen. Uncertainty is a fact of life. Some supporters are actively put off by the legacy letters they receive. Many respondents fib, or answer just to get the charity off their back. The net result is that just 50% of pledgers leave a legacy – and as little as 4-5% of enquirers. The Pledger approach is broken. Together – let’s make things better. This workshop will explore a possible alternative to pledging, tentatively dubbed the Heat Score. Our insight can only go so far - now we need your input to get it right. One thing is guaranteed - the session will be fascinating! Duncan Bell, Legacy Fundraising Consultant Ian Scott, Legacy Fundraising Consultant 16.50 Closing remarks from the Chair Stephen George, Freelance Fundraising & Management Consultant 17.00 End of conference
The only thing you take with you when you’re gone is what you leave behind. John Allston
Excellent fundraising for a better world
make your whole organisation noisy about legacies Prices IoF Individual Member Non-Member Commercial Organisation
£ 195 £ 250 £ 300
or JOIN IoF when you book your conference place and benefit from both discounted membership and conference attendance at member rate for £275 GROUP tickets available for IoF Organisational members. Send three delegates for just £500 If you work in the NFP sector, why not join IoF when you book? You will benefit from the member’s rate for the conference AND 12 months’ Associate membership!
How to book Visit the website: www.institute-of-fundraising.org.uk/legacy Or call the IoF Events Team on: 0207 840 1040 Email: events@institute-of-fundraising.org.uk Connect with us: @ioftweets #IoFLegacy
Learn how to help break down silos in
your charity and get your legacy message heard by all your supporters
Discover how you can have everyone
in your organisation talking about your legacies – from trustees to frontline staff
Gain insights on how to create a
compelling legacy proposition that really stands out from the crowd
www.institute-of-fundraising.org.uk/legacy #ioflegacy
Institute of Fundraising 020 7840 1040 events@institute-of-fundraising.org.uk www.institute-of-fundraising.org.uk
Excellent fundraising for a better world