Garry WilkinsonFundraising & Marketing Manager

Kirkwood Hospice, Huddersfield

Legacy Strategy – Case Study

Where were we?Legacy marketing at Kirkwood was an area which had not

been addressed since prior to 2006. The entire marketing of legacies since this time comprised;A weekly ad on the “births, marriages and deaths” page in

The Huddersfield Daily Examiner (the largest circulating newspaper in the region, with average daily readership of circ 30,000)

A weekly ad on the “births, marriages and deaths” page in the Dewsbury Reporter series (a series of newspapers in the North Kirklees region). The cost of this ad was £49pw, covering all the papers in the series

In 2008, following redevelopment of the Hospice website we added the following promotion;

A legacy page on the Hospice website, comprising some basic information about legacies and making a will

A piece in the first Kirkwood Hospice Annual Review (example in circulation), which mainly duplicated the information on the website page

2008

Measuring Legacy Income

Historically legacy income…

Averaged £413,271 (15.2% of income) over the last 15 years

Averaged £675,227 (18.6% of income) over the last 5 years

However, what was clear was there was no consistency of income

The 2009 StrategyTarget: to increase legacy income to at least 30% of voluntary

income (total income currently circa £3.2m) within 10 years. This will require an average increase of circa £391K pa on

present averages (last 5 yr figs).No budget!

Initially the launch date of the strategy was intended to be April 2010 so no money was included in the 2009/10 budget

However, the appointment of a new trustee with extensive PR experience and contacts prepared to provide pro bono or reduced cost design and print gave us the opportunity to bring the intended launch date forward.

Budgets were reallocated to generate some working capital for the next 6 months of the year.

The BudgetCancelling the advertisement in the Dewsbury

Reporter series saved £1,960 for the remainder of the financial year.

£3,000 of the Hospice Lottery marketing budget was reallocated.

The remaining £809 was utilised from the general PR/marketing budget.

The Campaign

“Community” publications have worked well for the Hospice in other areas, emphasizing the community link between Kirkwood and its supporters, whilst also being a particularly cost effective means of raising awareness.

The full proposed programme of promotion is included on the handout

Example ofMagazineAdvertisement

Bus Street-liner Potential Advertisements

The Chosen Advertisement for the first bus campaign

The Plan for 2010/11Budget allocated of £6,000 (rising to £10K by 2015/16)In addition to maintaining profile in local community publications it

is also intended to undertake further promotion by; Improving the legacy page on the Hospice website and driving all traffic

to this location by using the website address on all advertisements (www.kirkwoodhospice.co.uk/legacy)

Undertaking and developing a “Make a Will Week” in conjunction with local solicitors, the date to coincide with CRUK’s MAWM in October, enabling us to “piggy back” on the publicity generated by this campaign

Designing a Legacy leaflet for display in local solicitors offices, Hospice shops and main reception

Including regular legacy pieces in the Hospice newsletter to raise awareness about the importance of making a will and the value of leaving a gift to the Hospice

Utilising any new opportunities for promotion of legacies eg newspaper editorial, radio coverage etc, which may present themselves throughout the year

Thank you

Any Questions?

Garry Wilkinson

October 2010