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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)
0
10
20
30
40
50
60
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