On Wednesday 2 December The Good Agency hosted a breakfast seminar on the Latest in Legacy Strategy, with speakers Carol Johns from Arthritis Care, and Debbie Clark and Louisa McGinn from The Good Agency.

1. Want to start a conversation about legacy giving?

2. Gone are the days of… Legacies often come from people outside of the donor pyramid Asking people to tick a pledge box is much debated ‘ People die and simply give you money’ Stephen George, PF nov 08 Legacies are a more integral part of the supporter experience

5. What we do know is… The journey to leaving a legacy isn’t a simple one Awareness & Education Acceptance Decision Action – make a will Gift = £ Engagement Conversation Inspiration

8. We believe the legacy market is moving to… Legacy conversions Multiple audiences with Engagement

9. AICR case study

12. Creative Strategy Engage and inspire potential legators Starting a conversation Reinforce the legacy message Gathering stories Sharing stories Changing the cancer story

15. arc case study

19. Different audiences Arc donors are self selecting No legacy messages to date Relationship with condition The Donors The Volunteers Warmest audience Comms on a 1to1 through key staff as well as supporter comms The Researchers Indirect legacy giving audience Advocates – help to make the ask Desire to give something back The Arthritis Sufferers Lack of engagement with organisation But relationship with condition Likely to be a much longer journey The Staff Advocates for legacies Not an easy task but people are behind it Need to make them feel comfortable with talking about ‘death’

22. Thank you Any questions…