How a local charity is beginning to develop a legacy fundraising strategy

1. Legacy Strategy – Case Study Garry Wilkinson Fundraising & Marketing Manager Kirkwood Hospice, Huddersfield

2. Where were we? Legacy marketing at Kirkwood was an area which had not been addressed since prior to 2006. The entire marketing of legacies since this time comprised; A weekly ad on the “births, marriages and deaths” page in The Huddersfield Daily Examiner (the largest circulating newspaper in the region, with average daily readership of circ 30,000) A weekly ad on the “births, marriages and deaths” page in the Dewsbury Reporter series (a series of newspapers in the North Kirklees region). The cost of this ad was £49pw, covering all the papers in the series

3. 2008 In 2008, following redevelopment of the Hospice website we added the following promotion; A legacy page on the Hospice website, comprising some basic information about legacies and making a will A piece in the first Kirkwood Hospice Annual Review (example in circulation), which mainly duplicated the information on the website page

4. Measuring Legacy Income Historically legacy income… Averaged £413,271 (15.2% of income) over the last 15 years Averaged £675,227 (18.6% of income) over the last 5 years However, what was clear was there was no consistency of income

5. The 2009 Strategy Target: to increase legacy income to at least 30% of voluntary income (total income currently circa £3.2m) within 10 years. This will require an average increase of circa £391K pa on present averages (last 5 yr figs). No budget! Initially the launch date of the strategy was intended to be April 2010 so no money was included in the 2009/10 budget However, the appointment of a new trustee with extensive PR experience and contacts prepared to provide pro bono or reduced cost design and print gave us the opportunity to bring the intended launch date forward. Budgets were reallocated to generate some working capital for the next 6 months of the year.

6. The Budget Cancelling the advertisement in the Dewsbury Reporter series saved £1,960 for the remainder of the financial year. £3,000 of the Hospice Lottery marketing budget was reallocated. The remaining £809 was utilised from the general PR/marketing budget.

7. The Campaign “Community” publications have worked well for the Hospice in other areas, emphasizing the community link between Kirkwood and its supporters, whilst also being a particularly cost effective means of raising awareness. The full proposed programme of promotion is included on the handout

8. Example of Magazine Advertisement

9. Bus Street-liner Potential Advertisements

10. The Chosen Advertisement for the first bus campaign

11. The Plan for 2010/11 Budget allocated of £6,000 (rising to £10K by 2015/16) In addition to maintaining profile in local community publications it is also intended to undertake further promotion by; Improving the legacy page on the Hospice website and driving all traffic to this location by using the website address on all advertisements (www.kirkwoodhospice.co.uk/legacy) Undertaking and developing a “Make a Will Week” in conjunction with local solicitors, the date to coincide with CRUK’s MAWM in October, enabling us to “piggy back” on the publicity generated by this campaign Designing a Legacy leaflet for display in local solicitors offices, Hospice shops and main reception Including regular legacy pieces in the Hospice newsletter to raise awareness about the importance of making a will and the value of leaving a gift to the Hospice Utilising any new opportunities for promotion of legacies eg newspaper editorial, radio coverage etc, which may present themselves throughout the year

12. Thank you Any Questions? Garry Wilkinson October 2010