Legacy Session260309

H OW TO C R E ATE Y OU R LE G AC Y PR OPOS ITION

P R E S E N T E D B Y

- N IC H O L A M U L L E N , L E G A C Y P R O M O T IO N IR E L A N D

- M A R Y O ’K E N N E D Y , O ’K E N N E D Y C O N S U L T IN G

1

Legacy Promotion IrelandWho we are and what we do

Overview of Legacy Giving in Ireland

Legacy Giving as a source of income to Charities:

• Legacies left to charities is an extremely valuable source of cost effective, unrestricted voluntary income.

• Currently Irish NGO’s raise on average approx 6% of their voluntary income from legacies. (PCI Legacy Research 2003).

• This compares with 40% in the UK, with some earning as much as 65%.

1


1


Overview of Legacy Giving in Ireland

• The potential for legacy giving in Ireland. • 45% of a representative sample indicated that they have a will.

• Of those who had not made a will 1 in 4 were intending to within the next 12 months. (Source: Income and Wealth, Amarach)

• New research conducted by nfpSynergy has shown that of 1000 adults 16+ questioned, 12% have included a legacy to a charity in their wills – compared with 16% in the UK.

• 60% indicated that leaving a legacy is something they would consider – compared with 45% in the UK.

• 76% believed that is was somewhat or very acceptable for a charity to ask people for this kind of support.

1


1


Our Vision and Objectives

Our Vision:

Our vision is to create social change which will make leaving a charitable bequest a normal aspect of will-making and a widely recognised and respected way of giving.

Our Objectives:

As a group, we aim to raise public awareness of the importance of leaving a legacy to a charity in wills through a range of activities including

advertising campaigns online promotion / website development and engagement with related bodies.

1


1


Our Members

• We are a unique consortium that has been established as a joint initiative of 50 not for profit organisations.

• Our members are fundraising professionals, each representing the charities involved, who contribute to the democratic ethos of our organisation by joining the steering group and contributing to our regular meetings.

• Each charity pays an annual membership fee which entitles them to share LPI knowledge and resources.

• Each member group recognises that as a group we will achieve more than as an individual charity.

1


1


7

Our work to date

Research:

• In May 2006, LPI commissioned Amárach Consulting to carry out a research programme on legacy giving in Ireland to inform our strategy and approach.

• This research programme comprised of a qualitative research programme through focus groups that gave us;• A greater sense of public attitudes to charitable bequests• An understanding of how best to communicate to potential donors• Identify the correct target audience.

• This research is available to all members of Legacy Promotion Ireland.

1


1


Our many achievements

Raising Awareness:

• LPI generates awareness of legacies by providing unbiased, useful information to individuals, charities and solicitors about leaving bequests to charities through our website: www.legacypromotionireland.ie

• Each participating charities logo, a description of their work and full contact details are included on this site.

1


1


http://www.legacypromotionireland.ie/


TV Public Awareness Campaign:

• As a group we have developed a 40 second TV ad that introduces and encourages the concept of legacy giving in Ireland.

• In this ad, we aim to rise above addressing the individual concerns of various audiences and appeal to a greater universal concern with an idea that will trigger feelings of benevolence, ambition and self actualisation.

• The creative idea behind the ad is to ‘ Be the change you want to see in the world’.

1


1



Activity in 2008:

• Our campaign was officially launched in July 2008, receiving extensive coverage in many leading newspapers.

• The TV ad was run to coincide with this launch. The ad ran for 3 weeks on targeted spots on RTE, SKY News and TV3.

1


1


Our work in 2009

Media strategy 2009 :

• Frequency of message is key to success.

• TV: Our ad will be run in September. Due to increased membership this ad campaign will run with greater frequency over a longer period.

• Radio: To further extend our reach and frequency of message, the ad will also run on radio in September.

• PR: will underpin all activity in 2009. The campaign will be supported by heavy weight PR in all relevant press. Throughout the year we will be actively placing feature articles with all major local and national publications

• Research: All media activity will be evaluated at the end of 2009 to determine changes in attitudes.

1


1


Join us

How to get involved:

• A paradigm shift in society’s thinking is expensive to achieve. Together we will reach this goal sooner than working individually.

• Visit mylegacy.ie for full details of how to get involved or talk to me after this session.

• We look forward to working together with you to make the world a better place

1


1


How to C reate Y our Leg ac y Propos ition

Pres ented by M ary O’K ennedyw w w .okennedyc ons ulting .ie

http://www.okennedyconsulting.ie/

http://www.fundraisingireland.ie/

Leg ac ies

S e t t in g u p a L e g a c y P r o g r a m m e is c o s t

e f f e c t iv e b u t ta k e s a lo n g t im e to s e e

r e tu r n s . N o t m a n y d o n o r s a r e k e e n to

d is c u s s th e i r w i l l s in a n y g r e a t d e ta i l , s o

h o w a n d w h e n d o y o u a s k fo r a le g a c y ?


1) Approac hing S upporters

• K e y l i f e s t a g e s i.e . b ir t h o f a c h i ld , m a r r ia g e , r e t i r e m e n t , f in a n c ia l w in d f a l l , i l ln e s s .

• A r e la t io n s h ip n e e d s to b e b u i l t b e f o r ea p p r o a c h in g th e to p ic

“It’s difficult to track when people are going to change or make their wills. You can’t just phone them up and ask them about it, so you have to engage with them the whole time”, R ic hard R adc liff, S mee & Ford

• S u b t le c o n t a c t o n a r e g u la r b a s is i.e . in d ir e c t m e s s a g e s in c o r p o r a t e d in t o n e w s le t t e r s , m a i l in g s , o n y o u r w e b s i t e , a t s p e c ia l e v e n t s

• A s im p le L e g a c y In f o rm a t io n B o o k le t c o u ld a ls o b e g iv e n to th o s e s o l ic i t o r s w it h a p e r s o n a l o r p r o f e s s io n a l l in k t o y o u r c h a r i t y .

2) H ow to as k• R e s p e c t f u l , d i r e c t la n g u a g e is

im p o r t a n t w h e n c o m m u n ic a t in g a b o u t le g a c ie s .

• J a r g o n a n d f lo w e r y w o r d s d o n ’t h e lp

• R e m e m b e r to u s e s e n s i t iv e la n g u a g e a s i t is a s e n s i t iv e t o p ic

• T h e a p p r o a c h m u s t b e g r o u n d e d a n d s u b t le b u t h o n e s t .

T o b e p e r s u a s iv e y o u m u s t b e b e l ie v a b le - a v o id n e g a t iv e s t o r ie s o r g u i l t d r iv e n m e s s a g e s , p e o p le w a n t t o k n o w w h a t r e a l d i f f e r e n c e th e i r s u p p o r t c a n m a k e

Think very c arefully about your audienc e and a c aus e appropria te tag line..

P o s t e r C a m p a ig n

C ons ider the lang uag e you us e c arefully

• “Will them Well”

• “Imagine the difference a gift in your will would make in helping to find a cure for ......”

• “If or when the time is right for you to include a gift in your will please remember us”

• “Perhaps you would be kind enough to remember a second family in your will? Please consider our Foundation and the families we support”

• “Do you have something which you treasure, which you want to pass on to someone special? A will is the only way that you can be totally assured this will happen. Once you have looked after your nearest and dearest, please consider including ... in your will.”

• “A will is so easy to avoid doing. But it can be vital to the future of your own family and also the future of many thousands of people who need the support of .......”

• “€500, €5,000 or €5 million - any charitable legacy no matter how big or small really can help to changes lives. Please be a part of that change by leaving a legacy”

3)Whic h C hannels to us e

• I t h a s b e e n s h o w n th a t s ig n i f ic a n t le g a c y in c o m e c o m e s f r o m s u p p o r t e r s w h o a r e n o t a lr e a d y o n th e b e n e f i t in g c h a r i t ie s d a ta b a s e w h ic h m e a n s y o u n e e d to r e a c h

n e w a u d ie n c e s .• In o r d e r t o r e a c h th e s e n e w a u d ie n c e s y o u a ls o n e e d to c o n s id e r m e d ia c a m p a ig n s a n d jo in t e f f o r t s w i t h o th e r c h a r i t a b le o r g a n is a t io n s

•S ign up to Legacy Promotion Ireland www.legacypromotion.ie

http://www.legacypromotion.ie/

C hannels

Direct mail

Telephone

Website & E-mails

Newsletter

Advertisement

Brochure & Leaflets

Event (legacy or general?)

One to one?

S o w hat modes w ork?

• Direc t ma il – 68% s ay yes but w hy?• Telephone – 5% but only for a follow up• Webs ite – 15% s ay yes but for extra

information• N ew s letter – 100% but does it w ork?• Advertis ement - 5% pos s ibly• B roc hure - 5% pos s ibly• Event - 95% but w hat type?• One to one - 1% … … !!

Ans w ers - U K R es earc h

4) P res enting Information

• T h e o ld e r g e n e r a t io n o r th o s e a t a k e y l i f e s t a g e o r n e a r in g e n d o f l i f e a r e o f t e n m o r e p r e p a r e d to l is t e n a n d th in k o f w h a t c a n b e le f t b e h in d b y th e m - th e d if f e r e n c e th e y c a n m a k e t o fu t u r e g e n e r a t io n s .

• W h e n p r e s e n t in g in f o rm a t io n la r g e t y p e f a c e , p ic t u r e s , s h o r t s t o r ie s a n d c o lo u r s c h e m e s c a n m a k e i t e a s ie r f o r a u d ie n c e s to v ie w i t – ju s t b e c a u s e le g a c ie s a r e l in k e d to d e a th i t d o e s n ’t m e a n y o u r m a te r ia l n e e d s to b e to o s e r io u s !!

You can brighten up someone’s future even after you gone..

Tell K ey S tories ...

•Past successes and past achievement – new service or building, number of beneficiaries

•Give examples of past legacies and what difference they made – big and small

•Tell funny stories

•Define the future need and costs

“People think legacies must be enormous, so make it clear that any size of gift is welcome” Richard Radcliffe

• A d v is in g y o u r d o n o r o n le g a l p r o c e d u r e s is im p o r t a n t a n d n e c e s s a r y . I t c r e a te s a n e n v ir o n m e n t o f t r u s t a n d b e l ie f th a t th is is s o m e th in g m a n y d o a n d i t is a p o s i t iv e , s t r a ig h t fo r w a r d w a y o f c o n t in u in g th e ir s u p p o r t t o a fa v o u r i t e c h a r i t y .

For a gift of the residue of an estate:"I g iv e to X ........ a l l (o r a f r a c t io n ) o f t h e r e s id u e o f m y e s ta t e w h a t s o e v e r a n d w h e r e s o e v e r , a n d I d ir e c t t h a t t h e r e c e ip t o f th e T r e a s u r e r o r o th e r o f f ic e r fo r t h e t im e b e in g o f th e s a id O r g a n is a t io n s h a l l b e a f u l l a n d s u f f ic ie n t d is c h a r g e o f th e s a m e ".

For a gift of a fixed sum or specific item:"I g iv e th e s u m o f € _ _ _ _ _ _ _ o r I b e q u e a t h (th e i t e m s p e c i f ie d ) to X ........., a n d I d i r e c t t h a t th e T r e a s u r e r o r o th e r p r o p e r o f f ic e r fo r th e t im e b e in g o f th e s a id O r g a n is a t io n s h a l l b e p r o p e r a n d s u f f ic ie n t d is c h a r g e fo r t h e s a m e ".

S ample charitable bequest in a donor’s will:

5) M aking leg ac y g iving ac c es s ible to a ll

• B e g in b y c o n c e n t r a t in g o n g e n t ly in t r o d u c in g th e le g a c y m e s s a g e in t o e x is t in g c o m m u n ic a t io n w i t h in t h e c h a r i t y , s u c h a s n e w s le t t e r s , m a g a z in e s a n d t h r o u g h a n y o n l in e c o m m u n ic a t io n s .

• B ig g e r c h a r i t ie s c a n a p p o in t a s ta f f m e m b e r d e d ic a t e d to th e m a r k e t in g a n d r e c e ip t o f le g a c ie s .

• T h is a c t io n w i l l e n c o u r a g e a r e a c t iv e a p p r o a c h to le g a c y g iv in g f r o m p e o p le w h o a r e m o t iv a t e d to le a v e a g if t in th e i r w i l l b y s im p le m e s s a g e s .

• F u r t h e r in t o th e d e l iv e r y o f a le g a c y s t r a t e g y , th e s c o p e c a n th e n b e b r o a d e n e d to a l lo w a p r o -a c t iv e a p p r o a c h to th e m a r k e t in g o f le g a c ie s a s a fu n d r a is in g s t r e a m th r o u g h th e d e v e lo p m e n t o f s p e c i f ic p r o m o t io n a l m a t e r ia l , p r e s s a d v e r t is e m e n t s e t c

Working w ith your c urrent res ourc es :

Leg ac ies take time but a re w orth the returns !

"Leave your children with enough money to do anything they want, but not so much that

they are doomed to do nothing at all." Warren B uffett (w orth $44 billion)

OV E R TO Y OU !!!

1



Group

Exercise

P ic k your C aus e:• Animals : R e-homing S tray C ats• C hildren: D is advantag ed C hildren

U nder 10• M edic a l: R es earc h on Hereditary

D is eas es• Arts & C ulture: Theatre for Performing

Arts• Educ ation: Ins titute for Life Long

Learning• Overs eas A id: Women’s R ig hts in

Z ambia 1



P leas e take a ten m inutes to look a t promoting leg ac ies for your

c aus e under the follow ing :

• C reating the M es s ag e- Y our Leg ac y As k

• What C hannels to us e- C hoos e 3 Avenues

1


T H A N K Y O U

W E A R E A V A IL A B L E F O R Q U E S T IO N S

D U R IN G T O D A Y O R Y O U C A N E -M A IL

m a r y @ o k e n n e d y c o n s u l t in g .ie

n m u l le n @ a r t h r i t is i r e la n d .ie

1


mailto:[email protected]

mailto:[email protected]

Legacy Session260309

Career

legacy promotion ireland

overview of legacy

dolegacy promotion ireland

concept of legacy

pci legacy research

useful legacy legacies

e n n e d yc o n s u

o t io n ir e