Growing legacy income together - Remember A Charity seminar

30th April 2008

Growing legacy income together

Today

A brief look back

Our strategic drivers

From awareness to behaviour change

An introduction to social marketing

Policy & partnerships, membership and marketing

What can we achieve together?

Steering Group members Stephen George, Chair, NSPCC

Iain McAndrew, Guide Dogs

Eifron Hopper, RNIB

Daniel Fletcher, enhance herts

Aarti Puri, Mencap

Lindsay Boswell, Institute of Fundraising

Mike Jones, ILM

Jenny Jenks, CORDA

Steve Hudd, Lions Hospice

Jane Lloyd, MacMillan Cancer Relief

Carol Johns, RNID

Richard Popper, RNLI

Judith Feeney, Trustee Institute of Fundraising

Bill Giles

The legacy market

Total legacy income 2005 / 06 £1.8 billion1

9 out of 10 people feel they will have something to leave as an inheritance 2

But only 1 in 7 go on to include a charitable bequest3

A marginal increase of just 2% represents an additional £200 m

1ncvo UK Civil Soc Almanac 20082Joseph Rowntree Foundation3 Legacy Foresight, Smee & Ford

1. A brief look back..

The Legacy Promotion Campaign

In the beginning..

A organisation that grew...

Rolling scale of 10 fee bands

Overseen by a Steering Group

Legally part of Institute

Launched in October 2002

Vision

We want to make the action of leaving a donation in your will to charity a social norm

The challenge

Overcome the key barriers

“I did not know it was something you could do?”

“I did not realise it was something I could do?”

Build an awareness platform

The initial strategy

Launch phase

Background presence

Two waves a year

Public and professionals

Media and PR

Awareness Awareness raising, not raising, not direct responsedirect response

Getting a bit cleverer?

Out on the streets…in two waves

General and cross-track 48-sheet

Lawyer district 48-sheet

Cross-track 16-sheet

Time for a change

“I will you. Will you?” campaign

Focus on professionals increases

Remember A Charity

Recent successes

Sponsored supplements in The Daily Telegraph

CAF Giving Week DVD

- 200,000 DVDs produced

- 8 million UK residents reached

Local radio campaign – ‘Remembrance’

- 62 radio stations involved

- 3 million UK listeners reached

Where have we got to?

Raised awareness

Of the action

Of the impact

Shifted the legal profession

Stimulated charities into action

2. Our strategic drivers..

To make charitable gifts in wills the

norm

Driving behaviour change among the will writing public

Driving behaviour change among will writing providers

Influencing a climate through

partnerships

Maximising members potential, value and benefits

Maximising & securing income and resources

Guiding principles

Focus on activity best done together

Identify and use insights as a basis

Our limits are governed by the resources we have available

Greatest impact comes from focusing on where it can have the most effect

Measure progress through performance indicators

3. From awareness to behaviour

change..

Remember A Charity Awareness (post campaign)

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10

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30

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Sep-Nov 02

Feb-May03

Sep-Nov 03

Mar-Jun 04

Sep-Nov 04

Mar-June05

Sep-Nov 05

Mar-Apr 06

Sep 06-Jan07

Mar-Apr 07

Oct-Nov 07

Date

Aw

aren

ess

- A

du

lts

Ag

ed 4

5+

4. An introduction to social marketing

National Social Marketing Centre

Social Marketingfor

Remember A Charity

Catherine Perry-Williams30 April 2008

Content

What is Social Marketing • Key features and examples• Role of the NSM Centre

How will it help Remember A Charity• Brief & approach• Current phase & next steps

The Roots of Social Marketing

‘2 parents’Marketing

commercial &

public sector

Social policysocial sciences, social reform,

social campaigning

SOCIAL MARKETING

Both areas contribute valuable expertise, skills, techniques and theory

A Strategic Partnership

Mission: To help generate solutions to behavioural challenges and assist with the impact and effectiveness of the behavioural interventions undertaken.

Aim: To build wider capacity and skills in social marketing by working with others to increase understanding and practical utilisation

The Brief

Overarching Goal:

To Make Charitable Gifts in Wills the Norm

Aims • For wills written by the public to include a

charitable gift • Will providers to include the option for clients to

make a charitable gift.

Starting PointTalk to Stakeholders• Members (Steering Committee)• Institute of Fundraising• Marketing Agencies

Topics Discussed• Past observations & current perspectives• Internal & external challenges & opportunities• Ideas & suggestions for going forward

Internal Focus

• Considered the organisation structure for taking social marketing forward

- set-up a marketing sub group

• Sharing information - member research

Previous Market Approach

• Building Awareness - positive growth of awareness results - more people considering leaving a legacy - sensitized market for social marketing

• Fragmenting the market - legacies in wills are getting divided amongst

more charities

NEW APPROACH

SOCIAL MARKETING

Moving from

Raising Awareness

To Behaviour Change

Raising Awareness vs Behaviour Change

Social Marketing Approach

Sustainable Behaviour Change • Move beyond raising awareness • Define a goal and agree a baseline• Set-up measurable targets such as a % increase

within a specific time period

• Integrate the need for shorter term results with a longer term view

TARGET AUDIENCE INSIGHTS

The Cornerstone of Social Marketing

• Audience insights inform the development of the marketing programme

• Incentives and barriers are identified

• Understanding positive behaviour is as important as the problem behaviour

First Steps • Review what we already know about the

target audiencescompile existing research and evidence consider barriers & incentives

• Identify knowledge gaps or areas where further insights are needed

- to determine if further research is needed

REMEMBER A CHARITY HAS COMPLETED THIS

Insights to Results Good Examples of Social

MarketingReducing Alcohol Impaired Driving Crashes

• Goals

- Reduce alcohol related crashes by 5% after 1 year

- Be self sustaining after 1 year

• Location: Rural area in Wisconsin

• Budget: Department of Transport

Research & Insights

Why do they drive after drinking?• Don’t want to leave car behind, hassle to get back to car

in morning, alternatives are not available• Social pressure; everybody does it, to be cool…

Key Insights• Different phases of evening - To bar, between bars, back

home: Get target to bars without car• Vehicles need to be appealing, cool - willing to pay for

service

Resulting in the following success story….

Road Crew

• 17% fall in alcohol related crashes • Self sustaining & cost effective

Results to Date

• Self sufficient after 1 year - Cost to avoid crash with Road Crew: $15,000 - Average Cost of a Crash: $56,000 - Savings in Year 1: $615,000

• Avoided 200 crashes, ~ 10 deaths• Cost of alcohol related crash: $231,000• Cost to avoid crash with Road Crew: $4,400

NET SAVINGS: $45m

The Value Of Social Marketing

UK Regional Breastfeeding Campaign

•

Michelle Bromley is 23 years old, from Colne and mum to 3 month old Naomi and 3 year old George.

Read about their Reasons for Breastfeeding

Laura is 19 years old, from Preston and mum to 4 month old Emily. .

Using Customer Insight in Mexico

“My child is always safest in my arms.”“God decides when to take my baby.”

CREATE A SERVICE…have a priest bless the car seats

THINK! Examples(UK Department for Transport)

• 30 mph campaign ‘It’s 30 for a reason’ - marries up emotional & rational aspects

• Motorcycle Safety

• Seat Belt Campaign (Julie Ad) - targeting young people/ teenagers

- issue: rear seat belt wearing

- insight: more worried about hurting others

THINK! Examples(UK Department for Transport)

THINK! Examples(UK Department for Transport)

Don’t Drink & Drive ‘It could ruin your life’ - Moment of doubt

TV ad

THINK! Examples(UK Department for Transport)

5. Next steps

Policy & Partnerships

Policy & Partnerships

Many and varied

Spread thinly

Key Partnership - Institute of Fundraising

strengthen the relationship

agenda

resources

contacts

Policy & Partnerships

Existing

review and prioritise

make more effective

New & Existing

in line with strategy and objectives

win/win partnerships

Membership & Resources

Membership & Resources

Quantifying the intangible

Benefits are means to an end

Consortium or membership organisation?

Strategic value

Member benefits

Mixture of both

Membership & Resources

Previous surveys

Mentoring/buddying

Networking opportunities

Fuller use of Remember A Charity website

Consultancy and training

Bespoke research

Way forward

Membership & Resources

Review income streams

A clear membership strategy

Revision of member benefits

Different fee structure

Core + extras bundles

Added value options

Marketing & Research

Successful campaigns have their foundations in clear and insightful

research …

Task Group Objectives

Review previous campaigns Review existing research & identify knowledge gapsAcquire the insights which will form the platform of a refreshed campaign To map the route forward to creating behaviour change with a fully integrated campaign strategy which drives change & expands the legacy market

Stage 1 – Research Review

Many hands made for inciteful understanding

Individual research outputs viewed and considered collectively

A similar story but the one brick wall …

Stage 2 – Breakthrough Research

We are pleased to announce that TNS Social have been commissioned to undertake key insight acquisition to inform our campaign strategy

Thinking of reviewing your strategy?

Timelines and deliverables

Next Steps …

Research Insights will inform:

Refreshed campaign strategy

Appointment of new strategic agency partner(s) who will execute your campaign

Behaviour change …

Question & Answer session

An alignment in legacy fundraising