Good Bites...legacies 14_09_2011
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14th September, 2011
Good Bites…On Legacies
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Roll up…Roll up
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Roll up…Roll up
The legacy propositiongenerator
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Roll up…Roll up
The legacy propositiongenerator
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Legacy proposition generator
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British Red Cross
Great Ormond Street Hospital
Shelter
WWF
Cancer Research UK
Alzheimers Society
Christian Aid The Horse Trust
Macmillan
It’s all the same
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Getting someone to leave you a gift is difficult
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Our sector has forgotten the basics
• People give to people
• Before we reassure, we have to inspire
• Emotion first, then the rational argument
• People don’t remember what you say… … they remember how you make them feel
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Inspiration
Action
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It’s a story
INSPIRATION
BARRIERS
RELEVANCE
SHARED VALUES
CLOSENESS TO CAUSE
EXPERIENCE
FAMILY 1ST PEOPLE LIKE ME DO THIS TYPE OF THING
LARGE / SMALL GIFTS
IMPORTANCE OF LEGACY
INCOME
OFFER NOT ASK
PARTNERSHIP
CONTINUATION OF ORGANISATIONAL
MESSAGE
ACTI
ON
POSITIONING
VISION
IMPACT
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Inspiration =
Proposition + Craft
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Propositions to consider
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Future generations
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Future generations
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Future generations
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Partners in achieving change
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Partners in achieving change
“Remember the RSPB in your will
and we can continue restoring and
preserving the world’s natural
habitats. Which means that future
generations can experience a world
as magnificent as the one you live in.
“Together, we can make sure these
incredible moments last forever.”
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Partners in achieving change
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Personal versus landscape level
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Personal versus landscape level
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Appreciation / Thank you
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Personal to target audience
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Personal to target audience
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Personal to the target
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Shared Values
• Spirit of humanity
• Heritage
• Ethos
• Beliefs
“Appalled at the suffering of those left to die due to
lack of care after the Battle of Solferino, Henry
Dunant proposed the creation of a neutral and
impartial organisation to help relieve suffering in
times of war. So the Red Cross Movement was born.
Just as Henry Dunant was moved to help his fellow
human beings in a time of great suffering, you too
can reach out a hand of humanity to those in
distress years from now. By including a gift in
your will to British Red Cross, you can help to
keep the spirit of humanity alive through
whatever is to come.”
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Shared Values
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Shared values
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Vision
“Make a lasting stand against the
injustice of poverty – for this generation
and the next.”
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Vision
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Craft
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Reasons to believe
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A legacy is an offer, not an ask
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Brand promise
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Brand promise
“Gifts in Wills are absolutely
vital to our work. They
enable us to look to the
future, invest in long-term
programmes, and plan for a
world where no child is born
to die.”
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Over the long term
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Emotive
“A gift that could change a million lives”
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Relevant to motivations
“The work of our crews relies entirely upon the generosity of
people like you.
Please consider how a gift in your Will could help save lives for years
to come.”
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Please remember…
Proposition + Craft
= Inspiration
Action
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Thank you