Guest post by Anna Webster, Individual Giving Fundraiser at CancerCare. Anna is responsible for all areas of individual giving at her charity. She shows that an impactful legacy strategy doesn’t need big budgets or time. She explains that legacy confidence and internal culture is key.
Anna gave this inspiring presentation at the CIoF Legacy Fundraising conference on 2 December 2021 (you can still buy tickets if you want to watch the recording from this and the other excellent sessions througout the day). She very kindly allowed it to be shared here.
Background
CancerCare is a regional charity supporting people affected by cancer or bereavement in North Lancashire and South Cumbria. Gifts in Wills have always been important to us. On average, legacies make up around a quarter of our annual income.
‘Creating a legacy strategy’ has been on our to-do list for a long time but legacy income was often a strand of our fundraising that got knocked further down the list in favour of more urgent, or more ‘exciting’ fundraising opportunities. We’re a smaller charity. We work at a regional level. We don’t have a budget for legacy marketing.
When the pandemic hit, overnight our in-person events had to stop at the same time as demand for our support increased dramatically. Legacy income became a real lifeline.
It really hit home that if we wanted to maintain this important source of funding and secure the future of our charity, we needed to give this area a bit more attention. We needed to be more pro-active and less re-active!
As well as challenges, the pandemic also gave us a bit of space to breathe and to reflect on our fundraising activities. We were just doing the same things year in year out, because it was ‘just what we do’. For the first time, we had space to get to those jobs that had fallen to the bottom of the list, including creating our legacy strategy.
Creating the strategy
Working from home at my kitchen table during lockdown, I took some time to think about what we really wanted to achieve, and what was manageable, given the size of our organisation and limited resource. I did a lot of reading online about what made a ‘good legacy strategy’ and came up with five key headlines.
Working with my manager, we made a list of tasks and deadlines that would help us to achieve those key aims. Creating the strategy was part of my ‘agile sprint’; a focus list of tasks to complete in a short period of time, so the first draft went back and forth a few times, with comments and suggestions added until we had a finished strategy within a couple of weeks!
It’s very much a working document, that I constantly refer to, rather than something that is stuck in a drawer and forgotten about.
The strategy has five aims. Here they are along with examples showing what we have been doing under each.
1. Establish a clear legacy vision
We are asking people to join us and leave a gift that will achieve something big in the future. We should be able to communicate our legacy message simply and clearly – in one sentence if possible.
Our legacy message is essentially ‘A gift in your Will to CancerCare can ensure no-one in our community has to face cancer or bereavement alone’.
Once we had this clear vision to say what a legacy gift to CancerCare could achieve, we made it an aim to put it everywhere! A lot of our legacy marketing is about repetition. A drip-drip message to make sure legacy is always there!
We’ve also built into our strategy to review the vision regularly in-line with our other key messages and the re-brand we recently went through.
2. Be a legacy confident organisation
We wanted to promote that Gifts in Wills are special, but not unusual. It was something that we had previously been apologetic about. Too scared to mention for fear of upsetting anyone. We want all representatives of CancerCare (staff, trustees, volunteers) to be confident in acknowledging that Gifts in Wills are an important way in which our work is funded and feel able to have a basic conversation on the subject as well as refer further action to the fundraising team. It also helps to share the load. Top tip – your message will be further reaching if it’s not just you shouting about it!
To achieve this, we deliver internal training on a regular basis. This varies from PowerPoint presentations on Zoom meetings, quizzes sent round via email, and we’re working on a ‘basic info sheet’ for our therapy team.
We ensure that wherever there is a list of ways to support CancerCare, giving a gift in their Will is given as an option. We’re making sure that staff feel confident about this list. We’ll be giving out postcards (pictured above) at Christmas.
We created a funding statement that explains how our work is funded (donations, fundraising and gifts in Wills). We use this everywhere. On leaflets, on our website, on our letter heads, social media posts, in presentations we give to community groups. (Again drip-drip!)
This is working – my colleague who organises our events told me that she’d been able to have a conversation with a supporter who wanted to let us know that he had included a gift in his Will to CancerCare. She felt confident to have this conversation with him and then referred him on to me for the questions he had that were a bit more in depth.
3. Deliver outstanding supporter care
If we treat our supporters well, and build good relationships with them, they are more likely to consider a gift in their Will. We’ve also introduced an organisational stewardship plan to make sure that our donors and fundraising supporters feel valued and build their loyalty to the organisation. We are trying to make outstanding supporter care the ‘norm’ and an ‘inbuilt’ part of our processes.
We thank people promptly when they donate or fundraise, with personalised thank you letters or postcards. This year we sent out first postal newsletter in over eight years, helping us to feedback to supporters about the difference they make.
One thing that we also try to do, when we receive a gift in a Will, where possible, we write to the families or lay executors to acknowledge the gift left by their loved one, invite them to visit one of our centres for a cup of tea! This is a level of personalisation that we can do as a smaller charity and in this way, the legacy gift in not the end of a relationship, but potentially the beginning of a relationship with the family. This is also really helpful in gathering legacy stories to help us achieve our next aim….
4. Create engaging legacy marketing
We don’t have a huge budget for legacy marketing so our marketing is done without spending a lot. We mostly try to communicate why supporters should leave a gift in their will by telling good stories and using the right language.
We try to tell human stories, in a sensitive way. We explain the difference they’ve made locally. For example, Sam Wyatt whose gift made a difference in her hometown. We aim to tell these stories as often as we can; including them on our website, in our e-newsletter, annual paper newsletter & send them to our local newspaper. (drip-drip… always there)
We aim for our marketing to dispel some of the myths that exist around legacy giving. For example, we include sentences like ‘In 2020/2021, the charity has been grateful to receive gifts ranging from £300 to £31,000.’ to show that you don’t have to be a millionaire to give a gift in your Will to CancerCare.
We also have a Will Writing Service to make it as easy as possible for people to make their Will. It’s not free, but a number of local solicitors offer our service users, supporters and volunteers the chance to make or amend a basic Will, waiving their fees in engage for a donation to CancerCare. We are a cancer and bereavement charity and we know that a lot of the people we support worry about having an up-to-date Will. It’s almost an extension of the support we offer to give them this opportunity to write a Will. In fact, the information brochure we created (free to us because the costs were covered by advertiser) is called One Less Thing To Worry About.
One of our key messages is that we understand that when making a Will, the needs of their family and loved ones will always come first, but after you’ve taken care of those closest to you, a gift in your Will for CancerCare could help to ensure no-one in our community ever has to face cancer or bereavement alone.
5. Steward legacy pledgers
Now that we are having more conversations about gifts in Wills, we know that there are supporters on our database who have told us that they have included a gift in their Wills to CancerCare. We need to make sure that these supporters are treated well and nurtured long into the future.
We do this by simply recording on our database when people enquire about gifts in Wills, request a brochure or tell us outright that CancerCare are mentioned in their Will. Again, we are a small enough organisation to make personal phone calls to check-in, to keep them updated about news we think they’d be interested in, or invite them in for a cup of tea and a catch up!
Onwards and upwards
Looking back over the 18 months since we created our first-ever legacy strategy, we can see the differences already. We are having more conversations about gifts in Wills than ever before and have far more living legacy pledgers recorded on our database. Although we probably won’t see a huge financial impact this soon, we are confident that the actions we are taking now will serve our charity – and importantly our beneficiaries – well in the future.
Of course, now that we are getting the basics right, we want to add more to our strategy and have some exciting ideas in the pipeline. One thing is for sure, by creating the strategy, we’ve created habits that are here to stay. Legacy marketing now has a permanent place on our organisation’s agenda and it will never go back to the bottom of the priority list! Onwards and upwards!
Further reading
Here are some of the useful links and examples shared during the conference.
- The year in Wills report 2020 – Farewill
- CRUK’s Life Garden
- So you want to sue Greenpeace? Topical legacy comms. Great work Greenpeace!
If you were at the conference, what were your top takeaways? Please do share in the comments.
See also:
- Digital legacy fundraising – a view from 2013
- Legacy fundraising online – an updated view from 2017
- Remember A Charity Week 2019 on social media
- Remember A Charity Week 2021 on Twitter.