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Legacies

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When Remember a Charity was born, the founders took a leap of faith. With no immediate return they could see that working together, there was a chance that a campaign might just be able to grow the market in the future. Looking back we should applaud them – because that is exactly what they have done. And more. And not just in the UK.

Remember A Charity has evolved in that time. Honing a model and approach that has embraced behaviour change or social marketing, the campaign blends consumer campaigns with leverage through partnerships and uses its member base to amplify and engage. The campaign returns this month with Remember a Charity in your Will Week from the 12th-18th September. The campaign will call on the British public to pass on something legendary, tweeting their advice for future generations at #MyWisdom and remembering a charity in their Will. 2016 marks the seventh year of Remember A Charity’s legacy giving week, during which charities, Government, solicitors and Will-writers will all come together to encourage the public to leave a gift to charity in their Will.

The bottom line is that more people are actually doing it. From 12% in 2007 to 17% in 2014 and a further increase this last year as the campaign has just reported. This is the sort of news that every member of the campaign throughout the last 14 years should take a moment to reflect on and celebrate. Momentum brings further momentum. I am writing this, just finishing a week in Australia speaking to brilliant legacy fundraisers through the Australian campaign Include a charity. They are making real progress too. Last week I spoke with a revised Dutch campaign about a new phase in their journey. And as a former Remember a Charity chairman and now working globally with charities on legacies, there are a number of countries with new campaigns and each are taking key steps to start to change behaviour and increase the number of gifts in wills in their countries.

Baby boomers are estimated to be worth $46 trillion USD of wealth and over the next 30 years or so will hand on this wealth to a new generation. Charities everywhere have a strong case to give these generous people who have given to charity in life the chance to leave something after they have gone. This is not a leap of faith anymore. Its a global movement. So don’t forget to take part in the campaign. #MyWisdom awaits your wisdom and your contribution.

Remember a Charity now has its own legacy. We all join charities to change the world. And this campaign might just do exactly that.

 

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To make a change in legacies we need the right culture and the right leadership to make it happen. It’s about us personally but also our teams and our organisations working together.

Over the next week, I will be speaking across Australia in 5 cities in 5 days about legacies and legacy leadership to charities, NGO’s, fundraising directors, fundraisers and legacy specialists. I’m really pleased to be the guest of Include a charity – the Australian campaign to promote gifts in wills. Australia, like the UK and many other countries faces a similar challenge. Many people give to charity, but fewer leave a gift in their will but say they would consider it when asked. It’s why campaigns are so important. It’s why campaigns are leadership. It’s the difference.

The UK’s Remember A Charity campaign has made huge strides and has now built up a bank of knowledge and experience over the last 14 years. I was privileged to be the campaigns chair for 4 years and looking back its clear that what we thought was the case, is now showing in evidence. Much has changed. Legacy conversations, normalising, social media, partnerships, behaviour change at the heart and real insight and evidence. But at its heart has been consistency with innovation. Legacies are an emotional decision backed by rationale action. Understanding where the donors is comes first. Partnering to lever impact drives scale. Cut through from edge and campaigns where people get to talk about it

This week, apart from spending time with Include a Charity members and helping them make more of their legacy programmes, I will get a chance to speak to those who currently aren’t members or are interested in finding out more. With them I will be sharing ways to show organisational leadership by leading legacies and legacy cultures in their own charities. I have 7 pillars from my experience that I believe show the way to become a legacy leader. Over the next 7 days I will share an explanation of each pillar in my blog.

If you’d like to become a legacy leader in your organisation or want to share your thoughts drop me an email.

So. 5 days. 5 cities – Perth, Adelaide, Melbourne, Brisbane, Sydney. You can follow on Twitter and Facebook at ….or through my blog.

Enjoy the ride.

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There is an essential logic in fundraising. Hearts, minds and cash. The mantra for this is no gift is made without emotion to drive it.  The moment you connect. A close spark or bond created. This remains true above all with legacy gifts. But we often focus on function first – wills, probate, tax. Maybe we are scared. Maybe we don’t  understand. Maybe we don’t know. Either way it’s not where transformational legacy gifts sit and it’s not where donors start.  Here’s 10 emotional connections for legacy fundraising to get you connecting

  1. Find your founder story and relive it though the eyes of your founders
  2. Systematically collect and share stories
  3. Recognise long-term consideration of a gift will start with an emotional connection
  4. Understand the motivation for giving is emotional and won’t always be remembered
  5. Teach your organisation to be able to have a legacy conversation as you would to a trusted friend
  6. Show the work and the inspirational transformation made by legacy gifts
  7. Join up legacy admin so its part of the gift process and joy of giving
  8. Do everything possible to make face to face happen
  9. Reassure donors about their fears and barriers – soothe them
  10. Find and use your own personal connection to legacies

So – uncover the emotion, dig deep, be brave, open your hearts – but above all, connect.

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A signature on a work of art can be a powerful statement. Or a name on the spine of a book. Or the credits rolling at the end of a film. It’s a claim of art, of creation, of work delivered. I wonder then, why, if everyday when we make something that changes worlds, we are less keen to claim its creation?

Sitting in a cafe last year, drinking a beer in the fading sunlight of an early spring afternoon outside the Pantheon in central Rome, I pondered on the creation before me. The Pantheon is magnificent. Inside its huge dome, held aloft by granite and concrete, the largest free-standing concrete dome anywhere is focussed on a perfect circle – an oculus at 142ft that shines the dimming sun through to the marble and stone space below. When it rains the water flows through and down into a hidden drain – snow is said to be magical. Its doors from the 15th century overshadow the vast space around it. Outside 16 pillars hold aloft the triangle roof and the huge, majestic latin words across the front. No doubt a noble call to arms or a bold statement to the glory of Rome or god or life. The words – lost in meaning to most, dominant the square below.

M·AGRIPPA·L·F·COS·TERTIVM·FECIT

Closer inspection however, reveals the real meaning “M[arcus] Agrippa L[ucii] f[ilius] co[n]s[ul] tertium fecit,” meaning “Marcus Agrippa, son of Lucius, made [this building] when consul for the third time”

So it’s that simple. One of the great wonders of the world – I made this. A signature. Graffiti. A roman selfie. Huge. Enshrined forever.

Maybe we are too modest. Maybe we collaborate so we can hide. Maybe the creation is not recognised or understood. Maybe as time moves on we revise history and our claims are forgotten. Maybe we are content to hold them to ourselves and forsake the public display of ‘ I  made this’. Either way, when people all around us make and do things that change the world for good, maybe we could shout a little more, be a little bolder. Here’s to Marcus Agripp. I made this.

Good on you Marcus.

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At the heart of every legacy gift is always a story. It’s a currency that runs strong and is rarely devalued. Sometimes visible, most often not. Sometimes shared, sometimes celebrated. But most, if we are honest are forgotten, if found at all.

Presenting on legacy strategy recently, I focused on the power of story. One questioner from the floor, asked what was needed to find stories. How can you collect and where from? I told her that they are all around and we just need to be mindful and then ask the question. Look to your donors, executors, volunteers, programme staff, founders and fundraising staff. Ask them, train them and give yourself a place where you collect and share.

Later in the day, the very brilliant Michael Clark from Cystic Fibrosis Trust, was talking about why gifts can come from people you don’t know or have never met and that for them they had a connection we will often never know. He talked of a very large gift from a man who was not known to them but on his death he had shared his reasons for the gift in his will.

One day he was sitting in a park and watching the world go by on a break when his peace was disturbed by a young child whose cough was loud, consistent and disturbing to him. He asked the mother if the child was alright. The mother told him her son has Cystic Fibrosis and this was level of coughing was normal and daily. She thanked him for asking and disappeared from his life. A moment he never forgot. And from that a legacy gift and from that a legacy story.

There is no marketing involved here, except the moment when that donor sought out the charity as the means to make the gift. It was a human moment that germinated for a long time. A human moment driven by a story and connection.

Stories and connections are our currency.  How much better would we be if we were just able to ask, listen and share?

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I used to know a brilliant fundraiser who had a habit of ordering her notes and papers on a table as if she had used a set square. I often found myself knocking them out of the precise angle she had set which caused great stress to her and mild amusement to me. This is the wrong form of disruption. I apologise unreservedly.

We are now entering an era of massive disruption. This will be in the way we ask, the way we organise ourselves and the way we deliver results. Our methods require the disruption of lives so we can ask on the scale we need to, to address the problems in the world we want to solve. This has changed already and we are going to need to be much more flexible, pragmatic, proactive and most of all brave. Many people get lost between Innovation and Disruption. Forbes and The Economist have a done great articles on the distinction, but essentially disruption is a shift, a change in thinking and behaving and the invention of new and better. Simple version below.

innovation-continuum

We think of disruption as huge stuff. Uber and taxis. Apple and tech. Facebook and Twitter. But small disruption is needed too. Small can mean a change in thinking, behaviour, invention of new and better by different. Creative disruption to shift behaviour from the current norm to a new place. What can that look like in a small way that can have a big impact? What can you do on a day-to-day basis that stirs things up for good? How do you mess the papers organised with the set square?

So, simple things. How about disrupting the way you work? How about changing the reporting so it matters? About how you thank people. How about shifting back the responsibility for a process to the person who is supposed to do the process? How about you get them to meet a donor? How about a donors sign off? How about replacing meetings with 20 minute time frames – no action then stop. How about creative disruption in direct mail or legacies or digital where you create a different view or message, where you go with a hunch and just see? How about disruption in your team meeting – get out of the room and visit something together or create something together – a problem you keep ignoring. How about removing one approval a day and letting someone decide for themselves? Disrupt and challenge because you want to see and be better. How about changing the rules or even better getting rid of them?

How about brand new?

The list can be endless. But the mind that adopts creative disruption with small steps can make things happen and for the right reasons that lead to big steps.

Have a go. #disrupt4good. Ideas on a tweet please.

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Some words matter more than others. Some have a rounder meaning, set a tone better and signal a mood more easily. In legacies the right words can be the difference between engaging or alienating.

The right words will help you and them nod with gentle enthusiasm, help them ponder on meaning or be moved by the string they form in the order they were delivered. They cut to the core, they sum up, they direct. So….here are my top 10 best words in legacy fundraising

  1. Consider – time after time a solid word in legacies. Being asked to consider is polite, respectful and appropriate. Would you consider leaving a gift? Nice
  2. Leave – leave a gift, leave a mark, leave something of yourself
  3. Gift – A legacy is a gift. Simple
  4. Future – Some time soon. Look to then and you made this possible – in the future. Hope. Now but to come
  5. Small – A small share, a small amount, small. Legacies get seen as large when in reality a small share of whatever is left after friends and family
  6. Share – a share of whatever is left after friends and family
  7. Family – its first and foremost and needs to be upfront
  8. Remember – the time to look back, with the donor and you
  9. Commit – a promise to leave a gift but no more – in time, when ready
  10. Thank you – its two words but lets break a few rules

This is not jargon. This is communication, connection, relational. Honest and real. Hope. That is a legacy.

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