Clare McCulloch, Product Marketing Manager (Legacy and In Memory Giving) at the Royal National Lifeboat Institution (RNLI), explains why the charity is involved with Remember A Charity and how it offers a touchpoint to promote legacy giving internally and externally.
“Six out of ten RNLI launches are thanks to legacy donations and charitable bequests, so promoting leaving a charitable gift in a Will is integral to our fundraising activity. In 2014, the RNLI promoted Remember A Charity in your Will Week on social media and internally, providing information about legacy giving to fellow fundraisers and volunteers so they could spread the word.”
Why did you get involved with Remember A Charity?
“The sector as a whole stands to benefit from raised awareness of legacy giving, so the RNLI was keen to add its voice to the overall promotion of the week. We fully support Remember A Charity’s aim to increase the percentage of Wills with a charitable gift; just a 4% increase would generate £1 billion in additional income for good causes.”
What are the benefits?
“Leaving a gift to charity in a Will is not a quick decision and supporters may consider this form of giving for some time before taking action. We inform supporters about this way of supporting the RNLI throughout the year.
“However, Remember A Charity helps to shine a spotlight on legacy giving. At a wider level, Remember A Charity works with the Government, legal industry and strategic partners to raise awareness of legacy giving on behalf of its members; creating a significant collective voice. Members also benefit from networking to share best practice along with a practical toolkit and access to cutting edge research into legacy giving undertaken by Remember A Charity on behalf of members.”
How did you get involved during Remember A Charity in your Will Week?
“Based on the theme for Remember A Charity Week, we delivered a social media campaign to celebrate our ‘Living Legends’. We showcased everyday people who do extraordinary things for our charity including a shark-diving, tank-driving grandmother, fundraising for the RNLI while completing daredevil acts on her ‘bucket list’. The call to action was, ‘Find out how you can do something legendary by leaving a Gift in your Will’. We reached over 50,000 people on Facebook.
“Internally, we promoted the week by displaying posters in the workplace and in lifeboat stations, by putting Remember A Charity chocolates on everyone’s desks, sending bookmarks to our shops and we ‘premiered’ the campaign film. Collectively this created a real buzz – a sense of being part of the wider, national campaign – and gave staff and volunteers a reason to talk about legacy giving to supporters. We plan to re-use and grow the success of the Living Legend concept year-on-year.”
Why should charities consider joining Remember A Charity?
“Being part of the widespread buzz around Remember A Charity Week gives all charities a very good excuse to talk about legacy giving and empowers fundraisers to spread the word about charitable Will-writing. Members also gain from Will writing and advice services offered through the Co-operative Legal Services partnership.
“In particular, smaller charities with limited access to PR and communications benefit greatly from joining Remember A Charity as they can engage with supporters in a way that would otherwise be unachievable.”