Morning
09.30 - 09.40 Welcome and housekeeping
  Suzanne Watts, Senior Events Producer, Wilmington Charities
Chairperson: Hannah Wallis, Head of Legacies and Single Gifts, Guide Dogs for the Blind
09.45 - 10.10 Case study: Putting the heart into a legacy strategy – A Masterclass in Careful & Sensitive Stewardship
 

The Stroke Association is now dealing with the aftereffects of a once in a generation health crisis, with a considerable upturn in case numbers, younger stroke patients, and the severe aftereffects of covid adding to their usual raft of commitments.  Their approachable, down to earth, and practical legacy proposition, coupled with their focus on sensitive, personalised stewardship offers a best practise example of how to resonate with donors – keeping them at the very centre of their legacy strategy. Their Head of Legacy talks us through their approach to relationship building, donor comms and wellbeing, and reputation management. 

Azizah Aziz, Head of Legacy Development, The Stroke Association

10.10 - 10.50 Panel: The post-pandemic legacy trends - a reality check
 

After a year of unprecedented turmoil, we take a close look at the data coming from the 2020 notifications and analyse how it compares to the normal pre-Covid patterns. Using this data, we will also look forward to the next 12-24 months to predict the future potential for the legacy fundraising sector.  Join this insightful session to hear: 

  • The trends of probate notifications since the start of the pandemic
  • The various factors influencing probate notifications, and how they are affecting legacy income in the short term
  • The changing attitude to wills and legacy giving from younger age groups
  • The direction of and potential for legacy income in the immediate post-Covid era

Presentation by Mark Pincher, Data Analyst, Smee & Ford, followed by discussion and debate from Polly Avgherinos, Managing Director, Smee & Ford
Emma Anderson, Team Lead, Charity Account Management, Farewill

  20-minute break
11.10 - 11.40 Turning Philanthropists into High-Net-Worth Legacy Donors - Two Perspectives
 

Are HNW legacies beyond the reach of smaller charities? How can larger legacy teams identify and approach new pipelines of legacy pledgers? How can charities increase their legacy income when their traditional donor base is ageing? 

In this session, we compare the strategy of a super-size charity with that of a smaller organisation and analyse their approaches to converting philanthropic donors into substantial legators. 

  • The uptick in philanthropic donors since 2020, and their link to future legacy giving
  • Expanding and renewing an ageing donor pipeline
  • Highlighting the tax benefits of legacy funds and donations – how to work with private banks and other advisors
  • Stewardship methods and conversion conversations 

Shalni Sood, Director of Philanthropy, Royal Society for Blind Children
 

  5-minute break
11.45 - 12.15 Case study: Rediscovering your true legacy message
 

When your legacy proposition no longer reflects the spirit and energy of your legacy campaign, it is time for a change. In this session, we hear an inspirational case study following a very recent refresh of a long-standing legacy proposition, that has added life and vigour to what had become a tired and dated campaign. 
We ask the Royal National Lifeboat Institution why they did it, how they approached it, what they wanted to achieve, and how it turned out. 

James Ireland, Marketing Manager, RNLI
Rory Stamp, Strategic Content Manager, RNLI

  5-minute break
12.20 - 12.50 Using data to optimize your legacy strategy
 

Targeting a new audience, changing your messaging, introducing a new channel, or simply optimizing a campaign; whether you are being bold or consistent, it’s crucial to measure the impact of your activities and maximize your impact. This is something that leading online wills provider Farewill are deeply aware of and have been working on with their charity partners. This session will be covering: -

  • Trends and learnings from the past few months in the world of data & analytics 
  • The importance and impact of real-time tracking 
  • New insights and data sets you might want to consider

Derek Hill, Charity Strategy Lead, Farewill

12.50 - 14.00 1-hour 10 mins lunch break
Afternoon
14.00 - 14.05 Welcome back to afternoon sessions
14.05 - 14.35 Avoiding legacy disputes after the time of Covid
 

As we travel into the post-pandemic era, legacy teams will need to be aware of the potential for increased legal obstacles to legacy donations on the road ahead. Andrew and Debra will reveal and analyse: 

  • The sorts of disputes we expect to see and why
  • The steps legacy fundraisers can take to minimise the risk of disputes - and how to ensure that any disputes are resolved quickly
  • Predicting the future - are Zoom wills here to stay – or will they be replaced by something new?

Andrew Wilkinson, Shakespeare Martineau
Debra Burton, Shakespeare Martineau

  5-minute break
14.40 - 15.10 Making legacy events virtual, viable and vital to your strategy
 

In the last 18 months, some charities have quickly progressed from cautious novices to confident experts in virtual legacy events. We hear from the head of a regional legacy team who has formed a team with her legacy colleagues across other regions to excel in the virtual format and explore how other charities can follow this route when working across a large geographical area with limited team size and reduced marketing resource.

  • A practical guide to their virtual event format
  • A progress report on their virtual event revolution 
  • Beyond the donor - other uses for virtual legacy events

Katy Williamson, Regional Legacy Manager (Scotland & Northern Ireland) Save the Children UK
Plus, a colleague from Save the Children UK

  15-minute break
15.25 - 16.00  Can You Hear Me? Improving and adapting your legacy communications for right now
 

When the sector suddenly moved to remote working and Zoom meetings how did charities adapt their methods and messages to build stronger relationships with their donors and supporters when communicating offline and online? What techniques are most effective when re-engaging your donor audiences in the current landscape? This session will cover:

  • Reaching all your audiences – methods, reach, frequency, accessibility
  • Building donor relationships via the phone – has an old skill been revitalised?
  • The renewed power of printed media during lockdown
  • User-friendly online communications – does Zoom work for everyone?

Laura Jacques, Legacy Manager, NSPCC
Jane Hallahan, Head of Legacies, Age UK
Tish Ley, National Legacy & In Mem Engagement Manager, Guide Dogs for the Blind

  5-minute break 
16.05 - 16.45 Closing panel session - Is your legacy strategy full of life? Are your donors tired of talking about death?
 

After 18 months of pandemic and 24/7 news of death and doom, we look at the latest trend in legacy messages with a move towards positivity, energy, and even irreverence. Is the swift change in the tone of some legacy campaigns attracting waves of younger pledgers? Or is it distancing traditional older donor groups?  How can charities ensure they still have a balanced legacy campaign that appeals to and is heard by all supporters? 

  • Is it time to ditch the traditional image of a traditional legacy pledger?  
  • Is your campaign bursting with energy or petering out?
  • What are you doing to reach the new wider legacy audience including younger pledgers?
  • What should legacy teams be doing to resonate and reach their donors right now?

Richard Radcliffe, Radcliffe Consulting
Michelle Adelman, Legacy & In Memory Marketing Manager, Battersea Dogs & Cats Home
Emma McCormack, Supporter Engagement Manager (Legacies), Royal College of Music

16.45 - 17.00 Thank you and goodbye
 

Chairperson summary

Final feedback survey