Legacy fundraising conference 2017

Legacy fundraising conference 2017

Date: Monday 9th Oct 2017

Time: 09.00 -17.00

Town/City: London , United Kingdom

Location: London , United Kingdom

Venue: Holiday Inn - Bloomsbury

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Opportunity or obstacle: legacy fundraising in the era of consent

The fundraising sector has been through an unprecedented period of change over the last two years, and, like all areas of fundraising, legacy fundraising has had to change also. The challenges legacy fundraisers face are set to continue with the introduction of the GDPR in 2018 and the rise of a new, discerning generation of legacy supporters.

The Legacy fundraising conference will help you to ensure that your legacy fundraising activities are fit for purpose and ready for the challenges of 2018 and beyond. Even more importantly, it will open your eyes to the new opportunities offered by the changing external landscape, and leave you inspired by the best the sector has to offer. With sessions from a range of speakers representing charities large and small, the day promises to be the must not miss event of the legacy fundraising calendar.


What you will learn:

  • Learn from the sector’s most innovative and inspirational legacy campaigns
  • Find out how you can adapt new ideas into your own context
  • Consider how you will create or develop an optimal approach in the changing environment
  • Put your concerns around GDPR to our expert panel
  • Hear what the latest research tells us about who gives and why



Law Society Gazette




Arrival and registration

09:30 -09:45

Opening remarks from the Chairs

Christine Reidy, Legacy Consultant 

Michael Clark, Gifts in Wills & In-Memory Manager, Cystic Fibrosis Trust

09:45 -10:10

Innovation is not born from the dream, innovation is born from the struggle

Chris Millward, CEO, Institute of Legacy Management

Much has changed in fundraising and legacy giving over the past few years. And things will continue to change in the years to come. From the introduction of the Fundraising Preference Service, to the implementation of the new General Data Protection Regulation (GDPR) and changes in the demographics of our key audience, how best should we respond to these challenges? Should it be 'business as usual', or do we need to see an overhaul of the way in which we approach legacy giving? Chris Millward will address these, and other issues facing our sector, in his introduction to the day.


GDPR panel

Daniel Fluskey, Head of Policy & Research, Institute of Fundraising

Hannah Lyons, Associate, BWB

Colin Kemp, Strategic Fundraising Consultant

The implementation of General Data Protection Regulation in 2018 has been described as the biggest overhaul in data protection legislation ever. Many legacy fundraisers are concerned about what its implementation will mean for their practice, from being able to communicate through specific channels, to profiling supporters to communicating around the administration of an estate. In this session, you will be able to put your concerns about the implications of the changes to our panel of GDPR experts.


                                           Coffee break and networking 


Session 1 - Beginners

Session 2 - Experienced

11:10 -11:50

It'll never work here

Alexis Fairclough, Senior Legacy Partnership Manager, Cancer Research UK

Ros Fry, Regional Legacy Manager South West, Cancer Research UK

In these times of change, it’s essential that we continue to innovate. However, for those of us in smaller charities or working with smaller budgets, finding new ideas that will work at our scale can be a challenge. In this interactive session, we’ll look at how ideas from large-scale campaigns, other charities and even outside the sector can be analysed, and their key success factors adapted for use in your own legacy fundraising.

From legacy marketing to legacy influencing

Clair Lucy, Head of Gifts in Wills, Unicef

Stephen George, Consultant

As the market we operate in continues to change, and as we begin to develop relationships with a new, discerning generation of donors, we’ll increasingly need to adapt our approach to legacy fundraising: to move to an approach founded in influencing, in two-way communications and longer-term relationships. Clair and Stephen will describe the key principles of legacy influencing, drawing on the development and growth of a new campaign-based approach at Unicef.

11:50 -12:30

Writing your first legacy fundraising strategy

Stephen Harthill, Trust and Legacy Fundraiser, Great Western Air Ambulance Charity

Emma Carter, Head of Fundraising and Marketing, Great Western Air Ambulance Charity

This session is aimed at newer entrants to legacy fundraising, for small and medium sized charities who have never had a legacy focus before. As communications with donors must change and become more personal, this is the perfect opportunity to take the plunge into legacies, and the right strategy is where to start. This session will have practical, hands-on advice for getting legacy fundraising started, pulling together a strategy with realistic goals, and preparing every level of your charity for the future where legacies are at the heart of all your fundraising.

Internal influence

Dan Carter, Global Legacy Director, IFAW

Adam Buckles, Global Legacy Specialist, Amnesty International

Juan Hendrawan, Global Coordinator, Legacy Fundraising and Knowledge Management, WWF

Influencing others is going to be increasingly important in legacy fundraising – whether that’s encouraging colleagues to talk about legacies, persuading senior people to make additional budget available or convincing your manager to adopt a new approach to your fundraising. For fundraisers working in an international context influencing is a vital skill but the key lessons from working internationally can be applied to charities large and small, international, national and local. In this panel session, three international legacy fundraisers will share their experience of influencing and answer any questions you might have.

12:30 -13:15



Session 1 - Beginners

Session 2 - Experienced

13:15 -13:55

The role of will making campaigns in legacy fundraising

Constance Mantle, Head of Partnerships and Business Development, Farewill

Stephen Maund, CEO, Capacity Marketing

Andy Perry, Trusts and Legacies Fundraiser, St Catherine's Hospice

James Antoniou, Solicitor & Head of Wills, Co Op Legal Services

Encouraging donors to make a will and giving them the tools to do so has long been part of legacy fundraising practice. As the market continues to develop, what role do such campaigns play? And, as new generations of legacy supporters begin to make their wills, what role will they play in the future? In this session, three people with significant experience in the will making marketplace – both working with solicitors and online – will share their thoughts and answer your questions on using will making campaigns effectively.

Stewarding your legacy supporters

Speakers TBC

As we work with increasingly discerning donors, and it becomes progressively easier for people to change their wills, so it will become ever more important to ensure that all of our legacy supporters are stewarded effectively. In this session, we’ll consider both supporting your donors through their legacy journey and approaches to recognising and valuing people who have decided to remember your charity in their will.


Getting started with legacies in social media

Louise Pavoni, Digital Communications Manager, Remember a Charity

In this age of consent, social media will become an increasingly important channel for charities to communicate with existing and potential supporters. The older generation are moving online and social media can be an effective tool for breaking down barriers to legacy giving, as well as for starting conversations about legacies. Find out how you can use your social channels to tell stories, promote, test and refine content around gifts in Wills and ultimately inspire your audience.

Researching social media in legacy and in memory fundraising

Sue Pedley, Research Director, Legacy Foresight

Carole Bankes, Head of Fundraising Development, Blue Cross

New technologies are radically changing the way people deal with death and remembrance. But what does this mean for legacy and in-memory fundraisers? Legacy Foresight will discuss the headlines and implications of their recent research, including some great examples of how charities are using social media to engage with bereaved supporters and potential pledgers.

Carole Bankes will share how Blue Cross is using a blend of social and traditional media to support bereaved pet owners and how they are inspiring new legacy pledges as a result.



                                          Coffee break and networking 

14:55 -15:35

Meet the pledgers panel

In this panel session, people leaving gifts in wills to several different charities will share their thoughts and reflections on their experience of legacy giving, the communications they receive from charities and how best organisations can recognise their support. If there’s something you would like to know about the pledgers’ experience but have never been able to ask, this session will be your opportunity.


Everything research can tell us about legacy giving in 30 mins

Ashley Rowthorn, Managing Director, Legacy Link & Legacy Voice

Claire Routley, Research Fellow, Plymouth University Hartsook Centre for Sustainable Philanthropy

The opportunity for legacy fundraising over the next few decades is enormous, with the biggest generational transfer of wealth in history changing hands. More donors, leaving more gifts, to more charities in their wills. But do we really know who leaves legacies, how and crucially why? In this session, Ashley and Claire will share the results of a new research project, which, for the first time, brings together a decade of academic studies into a comprehensive literature review and essential resource for legacy fundraisers. All jam-packed into 30 mins!

16:10 -16:50

Legacy inspiration

Richard Radcliffe, Founder, Radcliffe Consulting

It’s going to be increasingly important for charities to develop inspirational campaigns – to stand out from the crowd and catch the attention of a new generation of discerning donors. In this session, Richard will share why we need to move away from campaigns that are ‘nice’ and embrace a more daring approach to legacy fundraising. He’ll share what makes an inspirational campaign, and reveal the top 3 inspirational campaigns submitted by legacy fundraisers. You’ll have the opportunity to vote for the winner, and choose the world’s most inspirational campaign.

16:50 -17:00

Chairs' closing remarks



IoF Individual member or those working at an IoF Organisational member: £205

Remember A Charity member: £205

 To book as a member of Remember a Charity send an email to events@institute-of-fundraising.org.uk 

Never been an IoF memberAre you working for a charity/not-for-profit organisation?

  • Book the conference AND get a year’s Individual membership benefits: £290

  • Or book the conference only at the not-for-profit rate: £295

Are you working for a corporate/commercial organisation?

Corporate/Commercial conference rate: £425

Small charity rate ( under £500,000 annual turnover) - £75 to secure your small charity rate please email events@institute-of-fundraising.org.uk with your charity number

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Further details and contact information

IoF Events Team
Email: events@institute-of-fundraising.org.uk
Telephone: 02078401004

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