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Make me feel. If you want me to do something make me feel. Make me care.

This new ad from the Sick Kids Foundation in Canada and reported on in the thestar.com is an undeniable assault on emotions. Launched during the Toronto Maple Leafs home opener this Saturday, the Sick Kids Vs Undeniable campaign rattles at your door, and when open it bursts through. Some ads for commercial products do that, but they are for department stores or insurance or furniture. They know that feeling is the difference and the product is second. That’s why business seeks to stir values and emotional connection. Maybe bigger budgets allow that, but this is our natural territory. So many times we see the deepest reservoir of emotional content in our causes portrayed with barely a ripple, and when it is without the energy, bravery or even worse to a formula where its authenticity and honesty are drowned. Not so in this campaign. Get ready.

 

I defy you to tell me you didn’t feel. Everything was there. Edge, beauty, tragedy, courage, heart-break, love, compassion, spirit. This is the ad that fights back as an ad, let alone provokes a fight back against kids being sick. It blends all these together. Sight, sound, music, words, loud and soft and at the end not only do I feel, but it’s what I feel that moves me to want to stand with them.

As I look around at the landscape of campaign material the sector produces, I sometimes wonder if we are even awake, let alone angry, or inspired or passionate enough to cut through with this sort of quality. Sure we have and we do….but its not enough.

What do you think? Share and see and above all feel.

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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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Middle managers. Salt of the earth. Engines for action. Guardians of delivery. Middle managers need love and attention if they are to do what needs to be done to make things happen. Coaching, nudging, counselling and direction.

The leadership deficit affects middle managers. Unsure of above they can’t shine for below. Looking sideways they find solace in colleagues so they often look like a gang, projecting a tribal confidence. Sometimes they struggle because they are over promoted. Sometimes they struggle because they are too talented but locked in. Sometimes they just long to get on with it. Deliver and excel. Glow.

So here’s some helpful wisdom and tips for the much-needed tribe of middle managers

1. Keep looking above you – understand your boss and their needs and challenges. If you fail they fail. Help them.

2. Keep learning. You must grow. It’s your duty to yourself, so keep learning and improving

3. Build space for yourself. Room to think and reflect. Space to resolve and perspective to get it right

4. Be self-aware and open. Ask for feedback. Every now and then only, or you will look needy rather than open. Be aware of how you behave, why and when and correct where you need to

5. Know yourself. What are your strengths? Do them every day. Don’t worry about your weaknesses except if you are doing a job that is your weakness. If so move.

6. Define success – Be clear on what success looks like. You, them, everybody.

7. Focus on next but never forget what’s gone – Have a view on whats next but also what’s past – goals and KPIs, a to do list yes but more important a rolling done list

8. Build your portfolio – Your marketing brochure for you, your personal brand and offer and evidence

9. Listen to your people – They are smart. Not always right but that’s irrelevant. Listen to facts, emotion, feelings, fears and hopes. Then act.

10. Focus everyone on the external – Heres the order to where you need to look – the world, the donor, the cause, the work, the organisation, the team. Everyone works better when they focus on what really matters

Rise up middle managers. Lead from the middle. More power than anyone – so use it wisely and for the right reasons.

 

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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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Thank you. Simple words and simple sentiment. Trips off the tongue and the page. Yet in reality, it can be completely boring we don’t even see it. Time for an upgrade.

First thing first. Why is it boring? Because it doesn’t feel like its heartfelt. A template more likely. Where is the art? Where is the love? If you were delivering a thank you speech you would give it a lot more attention wouldn’t you? But a letter. So imagine treating it like a creative writing exercise. As if you meant o connect and meant to make them sparkle when they saw it. Wouldn’t that be magic? So to upgrade do this.

  1. Keep some structure in your head – hello, what they did, the difference, thank you, where next, more
  2. See the person in front and see how they might feel
  3. Now upgrade to making a connection as if they are your friend (because in fundraising, friend raising comes first remember)
  4. Now flow, just write with love

Here’s a letter that appeared in a local newspaper saying thank you for a collection.

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A sleep walking letter. But what if you created some art. Here’s the same thank you.

Imagine the scene last January outside Tesco’s. Streams of shoppers place gifts one by one into collecting tins held by warm-hearted but cold fingered volunteers. By a warm fire later, each volunteer was able to smile at the sum of those cold fingers – £1317 for our hospice. That’s the price for 5 nights of Hospice at Home care giving families the break they need from daily caring.

Thank you really matters, because without those volunteers and shoppers, we could not deliver the love and care we are able to daily. We wanted to share our thank you publicly.

We would love others to join us and help us do more. Its an inspiring place – everyone is welcome in our family – so if you are interested and want to explore please send me an email at XXXX or call me on XXXXXX.

Thats’s how you upgrade. Love and art. Try it.

 

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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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