All speakers and live and recorded sessions are subject to change | ||
09.30 - 09.35 | Introduction | Housekeeping information, introduction to the day |
09.35 - 09.40 | Opening address | Welcome |
09.40 - 10.00 | EXCLUSIVE UPDATE: Smee & Ford Legacy Data & Income Report - Highlights & Key Trends | |
We kick off the day with a run-through of the very latest data and trends in legacy bequests during 2020-2022, as featured in the new Smee & Ford report.
Mark Pincher, Head Data Analyst, Smee & Ford |
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10.00 - 10.05 | 5-minute break | |
10.05 - 10.25 | KEYNOTE: Is your board on board for legacy growth? | |
No matter what the location or the size, all charity legacy teams need the backing of their board to guarantee resources and agree on income targets. But how can charities achieve this - and what happens when your Board just doesn’t understand legacy giving?
Richard Radcliffe, Founder, Radcliffe Consulting |
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10.25 - 10.35 | Break | 10-minute break |
10.35 - 11.05 | CASE STUDY: Getting your legacy strategy back on track after a perfect storm of challenges | |
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The case study reveals how RNIB, an established major charity over 150 years old, needed a total legacy strategy reset in order to engage with new cohorts of donors, boost its legacy income pipeline and reposition itself in the legacy sector. This honest and open story will focus on their positive efforts to:
Lorna McPherson-Reed, Head of Legacy Fundraising, Royal National Institute of Blind People |
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11.05 - 11.15 | Break | 10-minute break |
11.15 - 11.45 |
Holistic legacy audit - trends we are seeing from partners and through our data. |
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How has the landscape changed in 2022? Looking across case studies and partner tests on audience, channels and messaging, we will share the key trends and benchmarks from our data and our partners. Understanding your audience
Understanding your channels
Understanding your messaging
Dan Garrett, CEO & Co-Founder, Farewill |
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11.45 - 11.55 | Break | 10-minute break |
11.55 - 12.20 | CASE STUDY: Expanding your legacy team with limited resource and budget | |
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Legacy teams of all sizes often find themselves juggling multiple job roles with little time and limited resource. We hear how the manager of an established charity is finding extra resource and staff to extend the reach and impact of their legacy strategy.
Lizzy Knowles, Legacy and In Memoriam Manager, RSPB |
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12.20 - 12.30 | Break |
10-minute break |
12.30 - 13.00 | CASE STUDY: Designing an internal top to bottom legacy training programme | |
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Although your team may be adept at discussing the merits of gifts in wills, how knowledgeable is your wider charity in promoting legacy giving? We hear how a charity has empowered all sectors of its organisation to feel confident in spreading the legacy giving message.
Hannah Harvey, Marketing Manager, Legacy Giving, RNLI |
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13.00 - 14.00 | Lunch | Networking options on Swapcard |
Includes live Q&A session with Mark Pincher, Head of Data Analysis at Smee & Ford and David Baldock of MIExact. |
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13.50 - 13.55 | Welcome back | Poll results/intro to the afternoon |
13.55 - 14.25 | EXPERT INSIGHT: Discovering the full value of a charitable estate | |
Has your charity ever wondered if it received the entire amount of legacy bequest due to them? Was a percentage of the estate lost or overlooked along the way? In this session, we find out how charity legacy teams, and other named beneficiaries, can locate and recover the full value of a charitable estate, and discover any “forgotten funds” to increase the overall legacy total. This session will:
Bruce Cane, Founder At Perane & Co - Financial Asset Searching, Perane |
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14.25 - 14.35 | Break | 10-minute break |
14.35 - 15.05 | EXPERT INSIGHT: Acting as executor for your legacy donors – best practise methods and guidance | |
What are the actual merits of being an executor for one or more of your benefactors? In this session we hear the legal requirements and duties of becoming an executor – as well as the wider implications of the task for you, your team and your charity.
Andrew Wilkinson, Partner, Shakespeare Martineau LLP |
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15.05 - 15.15 | Break | 10-minute break |
15.15 - 15.45 | PANEL SESSION: The impact and rewards of national giving campaigns | |
In this session we hear from the legacy experts who built and established national legacy campaigns in their countries, and examine how charities of all sizes can benefit from joining in with legacy awareness campaigns. In this session we look at:
Carine Coopman, National Coordinator, Testament.be |
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15.45 - 15.55 | Break | 10-minute break |
15.55 - 16.20 | CASE STUDY: Tracking the effectiveness of your legacy acquisition events | |
With pledgers and potential donors returning to legacy events in greater numbers after the pandemic, we hear from Marie Curie’s regional manager who will reveal how they have evaluated the success of their events and encouraged new audiences to attend, and suggest how to accurately predict the size of a gift from each bequest.
Claire Mackie, Legacy and In Memoriam Development Manager, Scotland, Northern Ireland & Northern England, Marie Curie UK |
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16.20 - 16.30 | Break | 10-minute break |
16.30 - 16.55 | PANEL SESSION: From life-changing experience to life-changing gifts: Effective use of donor stories in your legacy campaign | |
With a potential wealth of beneficiary stories within reach, how can charity legacy teams gather and make the most effective use of these potentially motivational experiences in their legacy campaigns? In this panel, we hear from a range of legacy experts who will reveal how they have gathered and shared stories to motivate donors, increase pledges and, ultimately, raise legacy income.
Sanita Guddu, Charity Training and Consultancy Specialist, Persuasion Charlotte Richardson, In Memory & Legacy Fundraising Manager, Peace Hospice Care Fraser Green, CEO, Goodworks, Canada |
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16.55 - 17.00 | Summary and survey | End of day - feedback survey |
1. | Pledger engagement | Building your first online wills campaign |
A case-study with a charity and online wills provider, on where to begin with your digital will’s strategy.
Dan Garrett, CEO and Co-founder, Farewill |
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2. | Local legacy strategy | Where are your pledges from? A guided tour of the Smee & Ford Legacy Analysis Portal |
David Baldock, Sales Director, MIExact |
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3. | Legal & administrative | The process of recovering lost or forgotten legacies |
Bruce Cane, Founder At Perane & Co - Financial Asset Searching, Perane |
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4. | National/international legacy giving | How to set up an international fundraising program from scratch |
Beatrice’s role at animal care charity FourPaws tasks her with managing their international legacy fundraising strategy. Given the differing legacy-giving traditions, stewardship styles and campaign approaches in different countries, adopting a unified approach to fundraising can be a challenge for any international charity – no matter how big or small.
Beatrice Heintz, International Legacy Specialist, FourPaws Animal Welfare, Vienna |
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5. | Understanding your donors | Inside the Mind of the Legacy Donor |
Thanks to modern neuroscience, we now have the ability to watch the human brain as it thinks, feels and makes decisions. This new knowledge shows us that much of what we’d assumed about donors just isn’t true. What do your donors think and feel? Like and dislike? What makes them passionate and what makes them disinterested? Join Canadian legacy author and fundraiser Fraser Green as he takes you on a half-hour journey through your legacy donor’s brain. Because after all, if you truly understand your donors better, you’re going to raise more money! Fraser Green, CEO, Goodworks, Canada |
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6. | Charities acting as Executors – The Legal Process and Implications | |
Andrew Wilkinson, Partner, Shakespeare Martineau LLP Kuldeep Chauhan, Associate, Shakespeare Martineau LLP |