Agenda

Legacy Strategy Summit 2020

08.45 - 09.30 Registration and coffee

09.30 - 09.45 Housekeeping

09.45 - 10.00 Chair’s opening comments & case study: Lisa – a 101-year long story of donor loyalty and steady stewardship

Joanna Ellams, Head of Legacy Fundraising, V&A

10.00 - 11.00 The trends shaping the UK legacy fundraising sector – a reality check

The last few years have been overshadowed by a perfect storm of challenges – lingering economic uncertainly around Brexit, its negative impact on house and share prices, and, closer to home, the considerable delay in probate service notifications.

Is the landscape of legacy giving as rosy as we all thought? How much has it changed since Smee & Ford presented their 5-year trends back in 2018? Is the Baby Boomer generation proving to be as generous as expected – or have other external events diverted or diminished their estates?

We tackle these issues head-on in an exclusive opening session – co-presented by legacy fundraising guru Richard Radcliffe and Mark Pincher of Smee & Ford – which will use a combination of the very latest Smee & Ford data and qualitative research gained from conversations with leading wealth advisors, solicitors and over 32,000 legacy pledgers.

The findings will present a brand-new perspective on the future potential for the legacy giving sector and debate the external factors impacting potential future legacy donors’ propensity to give. We will also look at which causal areas are currently receiving the most legacy gifts, from which locations and age groups, and how these trends might change with future generations of donors.

Richard Radcliffe, Radcliffe Consulting

Mark Pincher, Data Analyst, Smee & Ford

11.00 - 11.25 Morning Coffee

11:25 - 14:55 Streamed sessions - Please see tab below for information on our streamed sessions.

15.20 – 15.40 Afternoon Tea

15.40 – 16.10 The benefits of talking about death: the role of online and free wills in legacy fundraising strategy

With several Will writing products and online platforms now established in the marketplace, offered by both charities and private companies, we debate what online and free Wills are contributing to the legacy fundraising sector.
Will online Wills cause the inevitable slow death of the traditional Wills sector?
Are online Wills a way of reaching younger donors and getting early-stage pledging?
Free Wills – the role of liaison with the legal profession and other user guidance
How can charities keep in touch with online Will users?

Lee Grant, Senior Legacy Partnership Manager at Cancer Research UK, CRUK

16.10 – 16.45 The Holy Grail of legacy fundraising: converting donors into legacy givers

From lifelong direct debit givers to one-off pledgers, to new In Memoriam donors – how can legacy fundraisers convert the wide range of donors into becoming future legacy givers – and when should legacy fundraisers broach the delicate subject of leaving a gift in a Will?

This session will offer fresh new perspectives & real-life case studies on:

What charities can legally do to steward donors and In Mem givers towards considering a legacy gift?
Education and stewardship – what does this look like for In-Memory donors and pledgers over a decade long relationship?
How to convert a donor’s interest in a person to an interest in the charity
The Pledger Project – new data on the actual conversion rates from pledgers to legacy givers and how fundraisers can use this information

Case studies followed by a discussion by four participants:

Tara Bean, Interim Head of Supporter Engagement, St Gemma’s Hospice

Jordan Hughes, Legacy and In Memory Marketing Manager, RAF Benevolent Fund

Georgina Hyman, Senior Legacy and In Memory Manager, Alzheimer’s Research UK

16.45 -17.00 Chairs closing remarks & end of the conference

17.00 -18.30 Networking Drinks Reception sponsored by Shakespeare Martineau

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