Dan Carter, Individual Giving Manager for Legacies at Marie Curie, describes how Remember A Charity helps them to make more noise about legacy giving and normalise the conservation about charitable Will-writing within the organisation.
In its 2013-14 accounts, Marie Curie’s total income was £154,805,000 of which £26.4 million was from legacies.
“When I joined Marie Curie I was tasked with renewing our strategy on legacies and Remember A Charity was on my radar. We joined early in 2014 and already the movement is something we are proud to be involved with. It is part of our strategic plan to deliver a balanced approach to promoting legacy giving, which is important for a charity dealing with terminal illness.”
Why did you join Remember A Charity?
“Marie Curie signed up to Remember A Charity primarily because of the wider movement to raise awareness and increase the legacy giving market for the collective benefit to charities. Charities are working together to achieve a larger goal, and, as a big charity with a known brand, we thought it important to get involved.”
What are the benefits?
“Remember A Charity helps us to raise the profile of legacy giving within our supporter base and internal audiences. As part of the wider noise the campaign makes, we create an integrated message about legacy giving that reaches as far and wide as possible.
“Throughout the year, Remember A Charity provides opportunities to talk about legacy giving and normalise the conversation about charitable Will-writing within the organisation. In addition to Remember A Charity in your Will Week, we get updates on what has been happening including its work with the Government’s Nudge Unit on behavioural economics – such as tests around solicitors approaching charitable Will-making with clients. I share news on how Remember A Charity is prompting the Government, legal profession and strategic partners to do more about legacy giving.”
How did you get involved during Remember A Charity in your Will Week?
“In September we had a legacy month and Remember A Charity Week helped us to create a lot of noise using the Living Legends theme. We delivered a digital campaign that blew away the success of our normal legacy activity on social media. Our artwork team created supporting collateral with the message: “Be a Living Legend today to help people tomorrow. Read. Watch. Click.” From four Facebook posts, we organically reached 370,000 people and received 1,600 likes, and our legacy video had 7,500 views on YouTube.
“Internally, we also promoted the Living Legends theme, which included a ‘Badge of Legends’ that members of our community fundraising team wore with a handwritten legend of their own choice, whether it be their mum or the Queen. This proved a fantastic way to start a conversation with the public that led to talking about the purpose of Remember A Charity.”
Why should charities consider joining Remember A Charity?
Together we can do so much more. Remember A Charity unifies organisations within a movement that aims to grow the legacy giving market. It enables members to talk more about legacies and continue the conversation throughout the year. ”