Legacy Fundraising Conference
An estimated 3-9% drop in legacy income this year means stewarding legacy supporters is more important than ever. But smaller budgets and the constraints of lockdown have made it harder to make donors feel valued and part of a charity’s community. This webinar will help legacy marketers establish cost effective ways to keep legacy donors engaged both during and after lockdown.
LESSONS LEARNED FROM CV-19
10.00 Live: Chair’s introduction
10.10 Live keynote panel: The impact of CV-19 on legacies and the next steps for legacies
- CV-19 saw a dip in legacy income, how long until we see this rise?
- Where were there moments of brilliant legacy marketing and stewardship during lockdown?
- Tips to make sure that the remainder of the year is as successful as possible
- Has CV-19 change the way we talk about death with our supporters?
- As budgets are cut, how can fundraisers make the case for investment to their senior leadership team?
Rob Cope, Director, Remember A Charity
Craig Fordham, Director of Legacies, Macmillan Cancer Support
Helen Hopkins, Head of Legacy, RNLI
ADAPTING TO CV-19
12.10 Live session: Replicating our success: How we adapted to CV-19 to minimise income loss and our plans to grow when it is over
In this session, a small charity and a large charity will give an overview of how their legacy marketing plans changed due to CV-19, the impact this had on their income and how they plan to proceed, followed by Q&A
14.10 Live panel: Maximising legacy marketing campaigns’ ROI
- Is the future digital? Which channels should not be forgotten when developing campaigns?
- Tips for maximising channel performance integrated campaigns
- How did you decide which will writing service to use? Why does it work for your donors?
- Educating staff internally about legacy donations is important, but what responses can fundraisers give to common objections?
Georgina Hyman, Senior Legacy & In Memory Manager, Alzheimer’s Research UK
Mabs Rahman, Legacy Marketing and Strategy Officer, CPRE
STEWARDING LEGACY DONORS
15.10 Live panel: Creating a stewardship plan that keeps your donors and stakeholders engaged
- With very long supporter journeys, how can fundraisers continually measure the impact of their stewardship methods to increase the chances of a donation being made?
- What success have fundraisers seen with using automation to personalise journeys?
- Along with stewarding donors, how must charities build relationships with local law firms and funeral directors?
- How can marketers and administrators better collaborate to improve stewardship of donors and partners?
- Tips for showing the impact of a donation that moves beyond facts and figures
Jenny Kronberg, Head of Gifts in Wills, UNICEF UK
Emily East, Legacy Development Manager, British Heart Foundation
16.10 Chair’s closing remarks
16.15 End of conference
Case studies you can watch in your own time and share with colleagues:
- Adapting our storytelling and stewardship to sensitively navigate
- A guide Muslim giving and its potential in legacy fundraising
- Plotting multi-channel supporter journeys that spanned +10 years
- Moving from email-focused to phoning our donors and what this meant when discussing sensitive topics
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