13 legal

conferences

2,000

solicitors

100,000+

unique visitors

REMEMBER A CHARITY

2019 FORUM

26th February 2019

Jon Goulding

CEO

Scarlett Aldridge

Account

Manager

Guy Bradbury

Creative Partner

Summer Taylor

Planner

The team

Sivanne Lewis

Account Director

Steve Hopkins

Head of Strategy

• Our theme

• Context and background

• New strategy and structure

• Planned activity for 2019

• Creative

• Measurement thoughts

• Discussion

Today

Let’s remember our theme

Strategic Platform:

Leave a gift in your will to your favourite charities and

Pass on what’s important to you,

to the next generation.

This year’s continued overarching theme

Pass on something wonderful

To bring this to life for 2019 we’ve

undertaken a strategic review

There’s been a steady growth in the % of wills going to probate containing a

charitable gift

2007

12.2%

2018

15.6%

2014

14.4%

Increase of

0.31%

annual

increase

Increase of

0.3%

annual

increase

2007

12.2%

2021

18%

2018

15.6%

2014

14.4%

Increase of

0.8%

annual

increase

So we have set a new target for 2021 in line with this

Increase of

0.31%

annual

increase

Increase of

0.3%

annual

increase

With the increasing death-rate, this annual increase of 0.8% (2000 wills) doesn’t

sound like a lot, but it does mean we have to be nearly 3 times as effective

2007

12.2%

2021

18%

2018

15.6%

2014

14.4%

Increase of

0.8%

annual

increase

Increase of

0.8%

annual

increase

Increase of

0.31%

annual

increase

Increase of

0.3%

annual

increase

And this increased ask is set against a backdrop of harshening

external pressures

1. Brexit Uncertainty 2. Housing Crisis

“The only certainty that

comes with Brexit is a

prolonged period of

uncertainty”

– Tom Wells,

Director of CBRE

‘One third of millennial will

never be able to afford their

own home’

- Resolution Foundation

Think Tank

Which means their baby

boomer parents & grandparents

are more likely to leave them

more in order to help them get

on the

property ladder.

3. Student Debt

‘The average student debt in

the UK has now exceeded

£50, 000.’

- IFS

Which again means parents

and grandparents are more

likely to leave more of their

estate to help them clear the

debt.

4. Increased Competition

There’s been a profound growth

in the number of charities

receiving gifts in Wills

- Smee & Ford (2018)

This has meant that there is now

an increased competition.

All at a time when the average value of estates is likely to decline

In order to drive volume in this context, we need to optimize our

approach to comms and do two things...

Firstly, we need to better understand and target our audience.

And we do this by populating an insights matrix.

Pension Planning Retirement Planning

55-65 y/os

65-75 y/os

75+ y/os

Pledgers

Supporters on

your database

Supporters not on

your database

Charitably

minded public

This audience are also legacy prospects in varying degrees and we should

remember who we are speaking to

Remember a

Charity

campaign

to target

Member

charities

to target

Secondly, we need a more conversion driving comms architecture.

We’ve previously been focused on two areas:

AWARENESS

2018 – Human Search Engine

2017 – Last Pirate FM

2016 – Living Legends

ACTION

Our work with

professional bodies

and solicitors

The results suggest the awareness job is effectively being tackled.

We’re certainly no longer converting the stubbornly unaware.

AWARENESS

2018 – Human Search Engine

2017 – Last Pirate FM

2016 – Living Legends

ACTION

Our work with

professional bodies

and solicitors

We now need to increase our conversion rate by shifting our emphasis further down

the funnel

AWARENESS

2018 – Human Search Engine

2017 – Last Pirate FM

2016 – Living Legends

ACTION

Our work with

professional bodies

and solicitors

So, what comes after awareness on the customer journey?

AWARENESS

2018 – Human Search Engine

2017 – Last Pirate FM

2016 – Living Legends

?ACTION

Our work with

professional bodies

and solicitors

We believe it’s understanding…

Think they know Reality

Who Leaving money to charity is something very

rich and eccentric people do

Gifts in Wills are something everyone can do

What Leaving money to charity involves entire

estates

Gifts in Wills are a small % after your loved ones

are taken care of

Where Leaving money to charity is only for certain

(obscure) charities

Gifts in Wills are for the normal charities people

know and have existing relationships with

When Leaving money to charity is something you

agree at the end of your life

Gifts in Wills can be arranged any time you write

of update your Will

Why Leaving to charity is for people who didn’t have

anyone else to leave it to

Gifts in Wills are for the future generations we

leave behind

So our consumer funnel would look like this

ACTION DECISION

Engaged with the

charity sector and the

idea of leaving

something behind for

a better world

ENGAGEMENT

Aware of the

hypothetical ability to

leave money to

charity in a Will but

has

misunderstandings

Understand that it’s easy

to leave a gift in a will to

charity; that it’s something

anyone can do for any

charity; and it’s a small

percentage

AWARENESS UNDERSTANDING

Doing / done it

Decided they

want to do it &

who to support

So our consumer funnel would look like this

ACTION

Doing / done it Decided they want

to do it & who to

support

DECISION

Engaged with the charity

sector and the idea of

leaving something behind

for a better world

ENGAGEMENT

Aware of the hypothetical

ability to leave money to

charity in a Will but has

misunderstandings

Understand that it’s easy to

leave a gift in a will to charity;

that it’s something anyone can

do for any charity; and it’s a

small percentage

AWARENESS UNDERSTANDING

PASS ON SOMETHING WONDERFUL

HERO

High profile

awareness week PR

and comms busting

the popular myths

around

legacy giving

HUB

A central website

hub for engaging

with charities and

more information

HYGIENE

Toolkits distributed

to member charities

to help them convert

prospects and have

internal

conversations

SOLICITORS

Continue to work

to get more

solicitors on board

Benefit to larger members

Benefit to smaller membersBenefit to both

So let’s remember what we delivered in 2018

CHAT SHOW

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

PR

SEEDING

OOH

SOCIAL

HUMAN

MAGNETS

T-SHIRTS

POSTERS

MOUSE MATS

CRM

TOOLKIT

AWARENESS

WEEK

DIRECT

And now consider a comms plan for 2019 based on hero, hub, hygiene

HERO

HUB WEBSITE

DIGI FILM

PAID

SOCIAL

RADIO*

COLLATERAL

TOOLKIT

ALWAYS ON TOOLKIT

PR

*Budget permitting

PR

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

AWARENESS WEEK

HYG

PR

1. Always-on Toolkit

We will be producing two toolkits for all member charities:

Role

Content

To help member charities optimise

conversations with legacy prospects

Guide with legacy

marketing useful information

Used by member charities to educate

colleagues and supporters about the

importance of legacies, and address any

misconceptions about legacies

- Email templates

- Social post assets and copy

- Bookmarks (one print asset)

2. Collateral Toolkit

To be used throughout the year Date To be used for Awareness Week

1 x digital film addressing 3 (or more) key myths

plus cut-downs for social and digital

1 x radio ad based on digital film’s VO (budget permitting)

Static images for social and press / PR

Collateral Toolkit for members -

going from 9 collateral pieces in 2018

to 3-4 key pieces this year

Creative Brief starters for 2019

AWARENESS WEEK ALWAYS ON

Always on toolkit (guide to legacy marketing)

Optimised website (Remember A Charity)

Creative

In 2019 we want to increase people’s

understanding about leaving a gift in their Will

To inspire more people to do it.

And to break down the perceived barriers.

But rather than do it

in a dull and boring way

We want to do it in a way that

our audience will remember forever.

Tell me and I forget

Teach me and I remember

Involve me and I learn

Benjamin Franklin

So in 2019 we will use the brilliant timing

and talents of comedians to deliver facts

about leaving a gift in your Will

And there are a lot of complexities

and many barriers to explain

…if we recreated the

infamous Smith and Jones

sketch with Griff Rhys Jones

and a number of comedians

to explain Gifts in Wills.

So imagine…

Or imagine…

…if we could convince

a national favourite

to create a one off special.

We can approach a number of comedians

Watch this space!

Measurement

Our initial thoughts on measurement

ACTIONDECISIONAWARENESS UNDERSTANDING ENGAGEMENT

The shifts in

Prochaska’s

Stages of Change

The number of

people fully

engaging with our

member charities

Increases in conversion

rates

What we measure

Annual NFP

Synergy Survey

REMEMBER A

CHARITY WILL AIM

TO MEASURE:

The extent of

our myth busting

Annual NFP

Synergy Survey

Visits to our hubSurvey our friendliest solicitors

to understand if the number of

charitable estates is increasing

(i.e. prompting levels)

Our initial thoughts on measurement

ACTIONDECISIONAWARENESS UNDERSTANDING ENGAGEMENT

The shifts in

Prochaska’s

Stages of Change

The number of

people fully

engaging with our

member charities

Increases in conversion

rates

What we measure

Annual NFP

Synergy Survey

REMEMBER A

CHARITY WILL AIM

TO MEASURE:

The extent of

our myth busting

Annual NFP

Synergy Survey

Visits to our hubSurvey our friendliest solicitors

to understand if the number of

charitable estates is increasing

(i.e. prompting levels)

YOUR

ORGANISATION

SHOULD AIM TO

MEASURE:

Visits to member

charity websites

Social Likes &

Shares, Views

surpassing 3s.

CTR to own website

Internal response and

understanding –

survey to be provided

Social Reach

&

Impressions

Reporting of any

conversations with local

solicitors (if applicable)

•

•

•

•

•

•

•

•

Be aware of the key dates and share with your teams

Identify the key areas you will be measuring this year to establish success

Make plans internally and externally on how you might promote the week

Let your social media team know to hold space in the plan for September

Make plans on how you’ll maximise on use of the provided collateral

Key next steps

CURRENT ACTIVITY UPDATE

relaunching the scheme

YELLOW PLAQUES

In a nutshell…

• We recently relaunched Remember a

Charity’s Yellow Plaque Scheme

• This recognises UK charities for their

amazing work – and the legacy-giving that

enables them to carry on – by awarding them

a Yellow Plaque

• After receiving several nominations, Shelter

Cymru was selected as the first Welsh charity

recipient

Next steps:

• We want to give all our member charities the

chance to get involved in the scheme

• Going forwards, we will create a ‘toolkit’ for

charities who would like to receive a Yellow

Plaque (which we will continue to produce

on their behalf)

• This will include a step-by-step guide on

photography, social and media outreach.

REMEMBER A CHARITY

an update

AR wills

In a nutshell…

• Currently, a will must be written for it to

be legally binding, however the practice of

will-writing is under review.

• Modern technology has great scope to

help people better explain their wishes to

friends and family

• We wanted to build on this and look at

how Augmented Reality (AR) could play

its part

• Working with futurologist Dr Ian Pearson,

we hosted a radio day to discuss how

technology will affect future Will writing

The results…

• Radio interviews including TalkRadio and

LBC

• Print national coverage in the i

• Interviews syndicated to 26 radio stations

nationally and internationally.

AR WILLS

AR WILLS –COVERAGE

LOOKING AHEAD

cooking up a legacy-giving storm

In a nutshell…

• We are currently brainstorming additional

creative ideas to sit outside of Remember a

Charity week

• Many of us have a signature dish, or have

grown up with a family recipe passed

down through the generations

• To reinforce our message around passing

on something wonderful, and bring to life

the connections we form during a family

meal, one idea could be to compile a book

of recipes from charitable celebrities and

member charities

• We would also look to work with talent we

already have a relationship with, such as

Len Goodman

Next steps…

• Scope out feasibility and costs for book

• Continue to brainstorm additional

activation ideas

REMEMBER A CHARITY

PASS ON SOMETHING DELICIOUS