Legacies for Wood Green have long been plentiful; however, in the last 6-7 years they have fallen dramatically as a percentage of the charity’s overall income.
Legacy Link was firstly asked to devise a legacy fundraising strategy to influence a new generation of supporters. This involved identifying and understanding the target audience and what would motivate them to leave a gift to Wood Green, and to train and develop charity staff to become legacy ambassadors.
Legacy Link Associate Jonathan Cook created a data propensity model that enabled the charity to focus its attention and marketing on a smaller, more engaged supporter segment. Focus groups and interviews helped to create pen-portrait descriptions of the target audience groups. These allowed Legacy Link and Wood Green to create campaigns precisely targeted to priority audiences. Finally, we devised Key Performance Indicators devised that could be updated directly from the supporter database, and a training programme for staff.
Our insight showed that the majority of legators lived within 20 miles of the charity; staff training therefore focussed on the practical implications of staff probably having met these legators personally in their lifetime.
Our work won an award at the IoF Insight awards 2015.
The second strand of the request to Legacy Link has been to outsource the charity’s significant and complex legacy administration work. In taking on the task, Consultant Maggie Ellis reviewed all current cases and recommended and implemented improvements in procedures and policies, as well as continuing to administer the casework.