Digital legacies are as varied as the donors themselves

[DESPITE THE FACT that the growing number of ‘digital legacy’ donors use a multiplicity of channels depending on their demographic – across generations and genders – often the channels legacy fundraisers use to reach them are the same. Research carried out by Legacy Foresight, part of Legacy Futures, has shown that different digital channels have different roles to play when it comes to legacy fundraising.

Anna Turner, head of research and insight at Legacy Foresight, has shared her insight into how charities are harnessing the power of digital to boost their legacy fundraising – using different channels to convey different messages.

She explains that, while social media and paid digital advertising are good at raising awareness and generating leads, video is a great medium for storytelling, and email works well in developing relationships with supporters – keeping them updated on the vital work of the charity and any news or events.

“And things change,” she continued. “For example, Facebook as a platform has become crowded and costs have risen, so charities need to think creatively to maximise budgets and standout. The constant stream of new technologies and platforms offer new opportunities for charities to give their messages cut-through and cultural relevance; but rather than jumping on every new technique and platform, it’s about focusing on the right things.

“Corporate and consumer brands have been experimenting with new platforms and using social media in an innovative way right from the start – they often have the budgets to do so. But charities are innovative too. It may be that the total audience will be smaller than can be reached through a more mainstream medium, but if there is a strong link between the message being delivered, the audience and the communications environment, then the overall campaign can have more relevance and resonance and greater cut-through.”

She pointed to a number of examples of charities using different digital channels to good effect.

Measuring impact is not as straightforward as may be taken to be the case given the immediacy of digital channels.

“It’s vital to remember that brand communications, fundraising communications and legacy communications are interconnected. All activity helps people feel close to the charity and drives loyalty, connection and long-term support and essentially ‘paves the way’ for a legacy ask or an on-going stewardship journey.”

So how do charities access the best advice on digital? Organisations such as Media Trust, Digital Europe and Google Digital Garage offer some fantastic training for free, so people can stay on top of their game, she advises.

It’s also essential to undertake monthly CPD, have regular brainstorming meetings and keep abreast of the media and news stories so charities can ensure that any communications are topical. q

Help for those with failing sight

[FAILING EYESIGHT is nothing short of a personal catastrophe. Do you have a family member, friend or neighbour who is gradually losing their sight?

Reading, recognising friends and living skills are all affected as your sight is going – and it’s much harder if you live alone.

The National Federation of the Blind of the UK (NFBUK) keeps its members in touch with general information, help and updates on what’s going on.

The charity produces bi-monthly news magazines and circulars in audio, braille or electronically, which members can read independently. It also encourages blind and partially sighted people to play a fuller part in society. q • For further information contact NFBUK on 01924 291313, email admin@nfbuk.org or visit www.nfbuk.org.

From a world with MS to a future free from its effects forever – your will could take us there

[THERE ARE OVER 130,000 PEOPLE living with multiple sclerosis (MS) in the UK, and nearly 7,000 newly diagnosed cases each year.

Life with MS can be tough. It’s unpredictable, and different for everyone. It’s often painful, exhausting and can cause problems with how we walk, move, see, think and feel. But thanks to support from kind people like you MS research has made huge leaps forward.

Right now we are funding over 40 projects to help improve diagnosis and treatments, along with providing a wide range of services and support to make sure no one has to face MS alone.

With ground-breaking discoveries and new knowledge gained on potential ways to repair myelin and protect nerves, along with new projects and clinical trials underway, there’s real momentum and hope on the horizon. We simply can’t afford to stop now as we invest in research to help find treatments that, for the first time, could stop and, maybe one day, even reverse the progression of MS.

Laurence and Jackie Llewelyn-Bowen’s mothers both had MS, and so they understand the enormous impact MS has on those living with the condition and their families. They understand that one of the greatest challenges is getting people to understand what MS is. Both Jackie and Laurence (pictured above) are excited about the idea of stopping MS, thanks to the forward thinking research that’s being carried out by the MS Society.

Laurence tells us: “Including a gift in your will to the MS Society could make a huge difference to the future for those living with MS, supporting the vital research that’s needed to stop this condition.” They both agree: “That’s why we chose to support MS Society’s latest gifts in wills campaign, so we can let people know that including a gift in your will to stop MS could help finish the work that’s been started and transform the lives of thousands of people living with MS.”

If you’d like to join Jackie and Laurence and be part of a community of people bringing us closer to stopping MS – whether that’s through providing information and support, continuing to fight for access to new drugs, or supporting vital future research – please think about supporting our work in the years ahead by including a legacy gift to the MS Society when you next make or update your will.

We understand that making sure you protect the financial future of those you love is your priority when writing your will. But over 40% of our income comes from those who’ve also included a legacy gift to the MS Society, and no matter the size of your gift, it’s thanks to support from people like you, that we’re getting closer to stopping MS, transforming lives and making sure our children, grandchildren and future generations will live in a future free from its effects forever.

With your support, the future is bright for people living with MS. Let’s finish the work we’ve started and stop MS together. q • For more information related to gifts in wills and the services we offer please call 020 8827 0374, email legacies@mssociety.org.uk or visit legacies@mssociety.org.uk/gifts-in-wills.

Charity campaigns against environmental abuse

[INVESTIGATING AND CAMPAIGNING against environmental crime and abuse is the 35-year struggle of charity Environmental Investigation Agency UK.

Its undercover investigations expose transnational wildlife crime – with a focus on elephants, pangolins and tigers – and forest crimes such as illegal logging and deforestation for cash crops such as palm oil. The charity works to safeguard global marine ecosystems by addressing the threats posed by plastic pollution, by catch and commercial exploitation of whales, dolphins and porpoises.

More generally, they help to reduce the impact of climate change by campaigning to eliminate powerful refrigerant greenhouse gases, exposing related illicit trade and improving energy efficiency in the coolant sector.

The findings of their investigations are used in hard-hitting reports to campaign for improved governance and more effective law enforcement – such as its latest Running Out of Time report, which examines the fast-growing role of Vietnam as a hub for illegal wildlife trade and the country's failure to respond to the crisis.

Their field experience is used to provide guidance to enforcement agencies and they form partnerships with local groups and activists to support their work through hands-on training.

The scale of the problems they face can be disheartening and the truths they uncover can be shocking. Their programmes of work build on decades of campaign successes and nail-biting undercover investigations by a small group of tenacious activists, from documenting the slaughter of pilot whales in the Faroe Islands, to securing a global ivory trade ban at CITES, contributing to the Montreal Protocol on climate change and the adoption of the EU Timber Regulation to protect forests.

A gift to EIA in your will is an investment in wildlife and habitat conservation. They have already achieved so much, with your help they will continue to keep the pressure on for generations to come. q • For further information tel 0207 354 7960 or visit the website at eia-international.org