Michael Clark (below, right), legacy and in-memory manager at Cystic Fibrosis Trust, shares how membership of Remember A Charity is central to the charity’s legacy strategy and adds tangible value to his everyday work.
Cystic Fibrosis Trust raises around £10 million each year, approximately £1 million of this is from legacies.
“As we strive to beat cystic fibrosis for good, the Remember A Charity consortium is a vital part of our legacy strategy to ensure that our generous supporters understand the difference they can make.”
Why did you join Remember A Charity?
“We joined Remember A Charity to better promote legacy giving to our supporters and beyond. In the past, the charity had shied away from mentioning Wills as cystic fibrosis is a life-shortening disease. However, research reveals legacies typically make up a third of income for health charities; as our legacy income is 10% we set out a strategy to increase this and Remember A Charity is a key component.”
What are the benefits?
“The consortium shares best practice and enables members to benefit from nationwide marketing campaigns and strategic partnerships. The budget, influence and impact of Remember A Charity far exceeds that any charity working alone could achieve. The logo adds kudos to our legacy literature and connects us to the wider awareness campaign.
“In 2014, Remember A Charity in your Will Week allowed us to focus on the importance of gifts in Wills for the Trust’s ambitious future goals, and our campaign led to 212 new legacy enquiries.”
How did you get involved during Remember A Charity in your Will Week?
“During September 2014, which included Remember A Charity Week, we dedicated a whole month to promoting legacy giving. We offered a free Will-writing service to our most loyal supporters, involving a direct mail to 6,000 individuals.
“As 50% of our income comes from community fundraising, our community team were trained to promote the campaign face to face with the help of the Remember A Charity toolkit. Giveaways, such as the bookmarks and stickers, helped to reinforce the message.”
Why should charities consider joining Remember A Charity?
“It makes absolute sense to join Remember A Charity. If you are serious about legacy fundraising, membership will add real synergy to your work. You will enhance your strategy by aligning with the wider vision to make legacy giving the social norm. The team are dedicated and personable and 100% in touch with the charity sector.”