Legacy Fundraising Conference 2018

Legacy Fundraising Conference 2018

Date: Monday 8th Oct 2018

Town/City: London

Location: London

Venue: America Square Conference Centre

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It’s an exciting yet challenging time for legacy fundraising. As charitable income from wills continues to grow, more and more charities are coming in to the marketplace and there is even greater need for organisations to invest in their legacy fundraising to ensure they can continue to rely on this vital income stream. Legacy behavioural trends and attitudes are changing. Recent research has shown longer-term growth in the number of gifts in wills and charities benefitting, as well as the amount given. At the same time, the increase in free online Wills, social media and effects of GDPR have all meant that Legacy fundraisers can no longer rely on past trends to inform the future of the sector.

The IoF Legacy Fundraising conference is the biggest event of its kind in the charity sector, bringing together expert speakers and legacy professionals for a packed day of presentations and discussion on the latest sector trends, research and best practice.

You will leave the conference informed, inspired and ready to make the most of the opportunities that legacy giving offers your own charity. 


 09.15:  Opening remarks from the Chairs

 Fi Riley, Head of Legacy Marketing, British Heart Foundation 

 Rob Cope, Director, Remember a Charity

 09.30:   A year on…

Meg and Ashley will open the day by providing an overview of the legacy giving landscape in the UK in the last 12 months since our last legacy conference.  Brexit, an uncertain economy and the unbelievably hot summer this year are all factors which are influencing the sector. 

This session will consider the main trends and priorities for your organisation, as well as providing insight into some of the emerging concerns and pertinent questions. 

Meg Abdy, Director, Legacy Foresight

Ashley Rowthorn, Director, Legacy Voice

10.10:  Co-creation: putting beneficiaries and storytelling at the heart of legacy marketing (winner of Best Legacy Campaign award 2018)

Centrepoint enjoy high awareness, yet income from gifts in wills remained relatively small.  To improve this we created our first campaign to promote legacy giving.  Research revealed that a major barrier to giving was the perception that homeless young people lacked ambition and drive. Our solution was to present homeless young people as having the same dreams as everyone else and are desperate to improve their lives. Our targeting approach and fresh disruptive ideas forced people to reassess what they thought about young homeless people.

Liam Clark-Brown Senior Legacy & Recognition Giving Manager, Centrepoint  

10.50:   Coffee and networking

11.10:   Exploiting social and digital to promote gifts in wills  

Mind’s Free Will Month campaign in October 2017 was an example of a perceived hard to talk about subject that in fact could be promoted positively via social media advertising. The marketing work and proposition that a gift to Mind, was a gift to anyone with mental health problem cut through in a crowded market place.

Results were better than projected in terms of pledges made via the campaign, and the cost effectiveness of using Facebook as a platform. The campaign was further assisted with a video of service user talking about how Mind helped him, when he was experiencing a panic attack.

Mind will build on the learning that the audience of people aged between 55-75 can be receptive to the free will product, and that connecting people to solicitors in a friendly, simple and obligation free manner is building a good future for better mental health

Douglas Flood, Legacy and In Memory Marketing Manager, Mind

Jamie Walker, Client Services Director, Equimedia

11.50:   Landing the legacy story – TV and beyond

Fundraising – it’s tough and getting tougher. However we all know legacy giving could be the sector’s hero over the next few years. But how do we land the legacy story in a crowded fundraising landscape? That’s the question the NSPCC set out to answer through the creation of its new innovative legacy marketing strategy, proposition and TV creative. In this session you’ll be taken on our journey to a successful integrated campaign which celebrates the quiet heroes who choose to protect the next generation through a gift in their will.

Rosalind Parry,Legacy and Tribute Manager, NSPCC

Adam Morecroft, former Senior Propositions Manager, NSPCC

Praveen Premkumar, Supporter Acquisition Manager, NSPCC

12.30:   Lunch break

13.15:   Creating Meaning - Compassionate conversations about death and legacy

Talking about death is not easy – what to say, what not to say? Often we simply avoid potentially awkward, uncomfortable conversations.  However, when it’s part of your job, we don’t have this option..

In this interactive workshop session, Lesley Howells, a Consultant Clinical Psychologist, researcher and trainer, with nearly 30 years’ experience within the NHS and Third Sector, will look at how conversations around death and leaving a meaningful legacy (monetary and otherwise) can be a release, an opportunity to share thoughts and feelings, a chance to celebrate a life lived, with all its quirks.

Full of practical tips and guidance for legacy fundraisers to take away and apply in their own legacy conversations, this session is one not to miss!

Lesley Howells, Maggie's Research Lead (UK), Lead Consultant Clinical Psychologist for Scotland, and Centre Head, Maggie’s Dundee 

14.20:    Why won’t people tell us when they leave a legacy?

At the IoF Fundraising Convention we brainstormed, and you told us this was a big issue, you asked us to research it – so we did!

We asked over 1,000 people if they’d leave a legacy and whether they’d tell the charity if they did so.

We explored some of the barriers to informing a charity and we looked at how we might be able to encourage people to tell the charity.

We have segmented the data to get as much insight from it as we can, we looked at how likely people are to tell the charity and how this changes for different causes such as cancer or disability, we segment to see whether those with children or those who are grandparents are different and whether people’s age impacts on their willingness to inform the charity.

It’s research, it isn’t a panacea or a magic bullet, but overall we’re start to get a picture of what the potential legator is thinking and it gives you the chance to use this as evidence within your legacy programme and we’re keen to share it with you.

Allan Freeman, Managing Director, Freestyle Marketing

Fi Riley, Head of Legacy Marketing, British Heart Foundation 

15.00:   Coffee and networking

15.20:   Let’s talk legacy stewardship- is it high enough on our agenda?

As legacy fundraisers, one of the most important and often challenging parts of the job is ensuring that legacy prospects and pledgers remain loyal to your charity and attrition rates are kept low.  Often it is much less expensive to steward legacy donors than to spend time and budget recruiting new ones.  However, success is hard to measure and knowledge on what works and what doesn’t is limited, both of which lead to a lower organisational priority.

In this interactive panel discussion, chaired by Christine Reidy, representatives from three charities will share their thoughts on successful stewardship. What insights have they gained, what tips would they give for better stewardship and what have they found doesn’t work.  Delegates will be able to ask the panel their questions on stewardship too.

Christine Reidy, Legacy Consultant

Charity speakers TBC 

16.00:   What can smaller charities do about legacies? 

Legacy income to charities, static for years, rose last year to £2.5 billion. However, whilst baby boomers are dying in increasing numbers and leaving bequests to a wider range of causes, what might, generation X, Y and the millennials do about it?

Using brand new and existing research this session will examine what smaller charities can do to enhance their share of legacy income. Important concepts of giving legacy motivations are examined and compared to how regular givers are treated.

Particular observations, concerning giving motivations will be made and practical suggestions for stewardship and supporter care will be included. Fundraisers and fundraising managers wanting to understand legacy giving better to improve their fundraising effectiveness, will benefit from this session.

Peter Maple, Visiting Fellow, London South Bank University

16.35:    Do you know your enemies? How to protect your brand and reputation 

Legacy campaigns focus on identifying the best prospects/friends. But with low trust and confidence in charities and with the increasing number of contested Wills and splitting families do we know the enemies who could threaten the future? Solicitors? Next of Kin? The media? This session - in a very interactive way - will identify possible enemies and action you can take to protect your brand, reputation and future legacy income. 

Richard Radcliffe, Radcliffe Consulting

(*Winner of the Lifetime Contribution to Fundraising Award 2018*)

17.15:    Closing remarks from the Chairs

Fi Riley, Head of Legacy Marketing, British Heart Foundation

Rob Cope, Director, Remember a Charity


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(Please email us at events@institute-of-fundraising.org.uk to book your place)


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Non-member place (Not-for-profit)




Small Charity (under £500,000 annual turnover)

(To secure your small charity rate please email events@institute-of-fundraising.org.uk with your charity number) 


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Law Society Gazette



Events Team
Email: Events@institute-of-fundraising.org.uk
Telephone: 02078401040



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