{"id":2743,"date":"2022-11-06T13:44:03","date_gmt":"2022-11-06T12:44:03","guid":{"rendered":"https:\/\/www.legacygiving.eu\/?p=2743"},"modified":"2023-02-11T15:27:58","modified_gmt":"2023-02-11T14:27:58","slug":"top-5-insights-from-ciof-legacy-conference","status":"publish","type":"post","link":"https:\/\/www.legacygiving.eu\/en\/top-5-insights-from-ciof-legacy-conference\/","title":{"rendered":"Top 5 insights from the Legacy Fundraising conference 2022"},"content":{"rendered":"

H<\/span><\/span>appy to share and reflect on some ideas and insights from this year’s CIOF Legacy and In-memory conference in London.<\/p>\n

1) <\/strong>Charity legacy income expected to remain resilient despite economic crisis\u00a0<\/strong>
\nThere were some great insights presented by Legacy Foresight’s economist Jon Franklin.<\/strong>\u00a0In particular, the turbulence and instability resulting from the war in Ukraine, the spiralling cost of living, and inflation, are concerns many charities share, especially how this will impact future income.\u00a0Expectations<\/a>\u00a0are that due to the economic environment, legacy income growth will stagnate in the UK over the next two years, with overall legacy income at around \u00a34bn over 2023\/2024 before returning to growth and reaching a value of \u00a34.4bn by 2027.
\nThe most significant risk to legacy incomes in the near term is a downturn in the housing market. However, Legacy Foresight also expects the predicted increase in deaths for the upcoming years will offset the lower housing prices’ impact. (When asked about predictions for The Netherlands, Jon Franklin assumes a less significant negative impact of the economic crisis on legacy income, due to the robust economic growth over the past years).
\nLegacy income is expected to be more resilient to the current crisis than other income streams. The case was clearly made for investing in this form of fundraising to ensure a stable and healthy financial future for organisations.\u00a0Ashley Rowthorn<\/strong>\u00a0reminded the audience that we have to prepare and invest now for future growth, make our voices heard and that we need to be ‘fired up’ and ready ‘ready to go<\/a>‘.<\/p>\n

2) <\/strong>Communicating a 1% gift in wills \u2013 a tricky question about volume versus value\u00a0<\/strong>
\nThe conference opened with a very intriguing discussion on whether or not we should communicate a 1% gift in wills to supporters. Advocates’ strongest argument is that this would widen the market space and stimulate gifts in wills of people who want to ensure that their loved ones are taken care of. It would also remove a keybarrier; people still believe legacy giving is only something for the rich.
\nThe opposing side of the argument suggested that communicating the 1 % gift would anchor[1]<\/a> a tiny percentage to a big target group of potential pledgers, and therefore, limit higher-value legacy gifts. The audience voted at the end of the discussion – but no clear position was established. Conclusion? There are no simple answers to this tricky question.<\/p>\n

3) Every organisation should consider In-memory giving<\/strong>
\nIn-memory giving is not yet well known and developed in continental Europe, but in the UK, income from in-memory gifts has grown enormously in the last 10 years. Research by Legacy Foresight<\/a> shows that the UK charity sector received around \u00a3410 million from In-memory donations in 2019, however, the research also stated that the figures are likely to be even more significant (estimated \u00a32bn a year). Health funds dominate the In-memory market because they often commemorate someone who has died of an illness. But also, In-memory donations to ‘loved-by-life’ charities (organisations that symbolise a person’s passions and values) \u200b\u200bare increasing.
\nSo, there is enormous potential for charities, but it is crucial to understand the motivation behind In-memory giving. Catriona Brickel<\/strong> explained that, unlike legacies, In-memory is a reason for giving to charity rather than a way of donating. Therefore, she emphasises that In-memory giving should not automatically be linked to or embedded into legacy fundraising programmes. However, every legacy fundraiser should be interested in stimulating In-memory gifts because people giving in memory are three times more likely to include the charity in their wills.<\/p>\n

4) A successful legacy campaign is much more than a creative concept<\/strong>
\nSteve Law <\/strong>shared insights around the components of successful legacy campaigns. Next to the importance of, for example, \u2018strategy\u2019 and \u2018people\u2019, he emphasised the relevance of \u2018culture\u2019 \u2013 stimulating an internal legacy culture throughout the whole organisation. A legacy campaign is truly successful when all colleagues understand the basics and the importance of legacies, trust the legacy message, have the skillset to support the campaign proactively and have the confidence to have (more) legacy conversations. The \u2018silver bullet\u2019 for legacy fundraisers is to stimulate a \u2018legacy culture\u2019 internally by simply starting to say \u2018thank you\u2019 and showing colleagues what they are already doing to support legacy giving throughout their work.<\/p>\n

5) Exchange and collaboration<\/strong>
\nIt\u2019s great travelling to the London conference; learning from and being inspired by the knowledge and insights of UK legacy fundraisers \u2013 but it\u2019s so much more effective and fun when doing this with a group of other (in my case Dutch) legacy fundraising enthusiasts. Learning from each other, reflecting from our own context and perspectives, and stimulating exchange is important.\u00a0Meg Abdy<\/strong>\u00a0raised the very valid question of whether it is time for an international Legacy Fundraising Conference.<\/p>\n

[1]<\/a> In marketing, \u2018anchoring\u2019 is the process of focusing your potential buyer<\/a>\u00a0on an offer or price by leading them to believe this is their best option.<\/p>\n

Lena Vizy. November 2022<\/p>\n","protected":false},"excerpt":{"rendered":"

Sharing and reflecting on some ideas and insights from this year’s Legacy fundraising conference in London.<\/p>\nRead More<\/a>","protected":false},"author":1,"featured_media":2751,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[40,34],"tags":[],"class_list":["post-2743","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiration","category-fundraising","col-lg-12"],"translation":{"provider":"WPGlobus","version":"3.0.2","language":"en","enabled_languages":["nl","en"],"languages":{"nl":{"title":true,"content":true,"excerpt":true},"en":{"title":true,"content":true,"excerpt":true}}},"yoast_head":"\nTop 5 insights from the Legacy Fundraising conference 2022 - 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Samen als sector, samen in een land, samen wereldwijd. Lees in dit artikel van Elly Lont meer hierover en welke rol Toegift.nl en Legavision hierin spelen.{:}{:en}By joining forces, we as charities\u2026","rel":"","context":"In "Research"","block_context":{"text":"Research","link":"https:\/\/www.legacygiving.eu\/en\/category\/research\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/09\/pexels-fauxels-3184422-1-900x480-1.jpg?fit=900%2C480&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/09\/pexels-fauxels-3184422-1-900x480-1.jpg?fit=900%2C480&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/09\/pexels-fauxels-3184422-1-900x480-1.jpg?fit=900%2C480&quality=99&ssl=1 1.5x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/09\/pexels-fauxels-3184422-1-900x480-1.jpg?fit=900%2C480&quality=99&ssl=1 2x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/09\/pexels-fauxels-3184422-1-900x480-1.jpg?fit=900%2C480&quality=99&ssl=1 3x"},"classes":[]},{"id":1685,"url":"https:\/\/www.legacygiving.eu\/en\/top-5-podcasts-over-legacy-fundraising\/","url_meta":{"origin":2743,"position":1},"title":"Top 5 podcasts about legacy fundraising","author":"Lena Vizy","date":"21 June 2021","format":false,"excerpt":"{:nl}Een mooie manier om kennis op te halen en ge\u00efnspireerd te raken - podcasts. Het leuke is dat er ook steeds meer podcasts over legacy fundraising gemaakt worden. Wij hebben voor jou onze top 5 samengesteld.{:}{:en}A great way to gain knowledge and get inspired - podcasts. We have put together\u2026","rel":"","context":"In "Blog"","block_context":{"text":"Blog","link":"https:\/\/www.legacygiving.eu\/en\/category\/blog\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/06\/pexels-cottonbro-6686455-e1629225200757.jpg?fit=876%2C1200&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/06\/pexels-cottonbro-6686455-e1629225200757.jpg?fit=876%2C1200&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/06\/pexels-cottonbro-6686455-e1629225200757.jpg?fit=876%2C1200&quality=99&ssl=1 1.5x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/06\/pexels-cottonbro-6686455-e1629225200757.jpg?fit=876%2C1200&quality=99&ssl=1 2x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/06\/pexels-cottonbro-6686455-e1629225200757.jpg?fit=876%2C1200&quality=99&ssl=1 3x"},"classes":[]},{"id":4075,"url":"https:\/\/www.legacygiving.eu\/en\/understanding-the-signs-of-the-times-data-analysis-for-more-effective-legacy-fundraising-in-germany\/","url_meta":{"origin":2743,"position":2},"title":"Understanding the signs of the times: Data-analysis for more effective legacy fundraising in Germany","author":"Lena Vizy","date":"23 December 2023","format":false,"excerpt":"{:nl}Het potentieel van legacy giving in Duitsland{:}{:en}Learn more about the potential of legacy giving in Germany {:}","rel":"","context":"In "Blog"","block_context":{"text":"Blog","link":"https:\/\/www.legacygiving.eu\/en\/category\/blog\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2023\/12\/Screenshot-2023-12-23-at-21.03.30.png?fit=544%2C520&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2023\/12\/Screenshot-2023-12-23-at-21.03.30.png?fit=544%2C520&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2023\/12\/Screenshot-2023-12-23-at-21.03.30.png?fit=544%2C520&quality=99&ssl=1 1.5x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2023\/12\/Screenshot-2023-12-23-at-21.03.30.png?fit=544%2C520&quality=99&ssl=1 2x"},"classes":[]},{"id":2170,"url":"https:\/\/www.legacygiving.eu\/en\/drie-goede-legacy-fundraising-voornemens-voor-2022\/","url_meta":{"origin":2743,"position":3},"title":"Three legacy fundraising intentions for 2022","author":"Lena Vizy","date":"23 December 2021","format":false,"excerpt":"{:nl}Graag delen we onze top 3 met goede voornemens voor 2022!{:}{:en}Read here our new year's resolution for 2022{:}","rel":"","context":"In "Blog"","block_context":{"text":"Blog","link":"https:\/\/www.legacygiving.eu\/en\/category\/blog\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/12\/new-zears-resolution.png?fit=635%2C877&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/12\/new-zears-resolution.png?fit=635%2C877&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/12\/new-zears-resolution.png?fit=635%2C877&quality=99&ssl=1 1.5x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/12\/new-zears-resolution.png?fit=635%2C877&quality=99&ssl=1 2x"},"classes":[]},{"id":2348,"url":"https:\/\/www.legacygiving.eu\/en\/emma-bowles-over-talentontwikkeling-legacy-fundraising-en-in-memory-giving\/","url_meta":{"origin":2743,"position":4},"title":"Emma Bowles on becoming a legacy fundraising champion","author":"Lena Vizy","date":"16 March 2022","format":false,"excerpt":"{:nl}Interview met de winner van de Future Leader Award 2021 {:}{:en}Interview with the winner of the Future Leader Award 2021 on talent development, the foundation of a strong legacy program and In-Memory giving. {:}","rel":"","context":"In "Interview"","block_context":{"text":"Interview","link":"https:\/\/www.legacygiving.eu\/en\/category\/interview\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/03\/emma.png?fit=642%2C797&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/03\/emma.png?fit=642%2C797&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/03\/emma.png?fit=642%2C797&quality=99&ssl=1 1.5x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/03\/emma.png?fit=642%2C797&quality=99&ssl=1 2x"},"classes":[]},{"id":2695,"url":"https:\/\/www.legacygiving.eu\/en\/leyre-ayastuy-on-succesful-legacy-fundraising\/","url_meta":{"origin":2743,"position":5},"title":"Leyre Ayastuy on successful legacy fundraising in Spain and beyond","author":"Lena Vizy","date":"17 October 2022","format":false,"excerpt":"{:nl}Wat zijn de belangrijkste elementen voor succesvolle legacy fundraising? Leyre Ayastuy deelt met ons wat we van de Spaanse markt kunnen leren.{:}{:en}What are the key elements of successful legacy fundraising? Leyre Ayastuy shares with us what we can learn from the Spanish market.{:}","rel":"","context":"In "Interview"","block_context":{"text":"Interview","link":"https:\/\/www.legacygiving.eu\/en\/category\/interview\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/10\/LEYRE--e1666036759831.png?fit=375%2C433&quality=99&ssl=1","width":270,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/posts\/2743","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/comments?post=2743"}],"version-history":[{"count":15,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/posts\/2743\/revisions"}],"predecessor-version":[{"id":2760,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/posts\/2743\/revisions\/2760"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/media\/2751"}],"wp:attachment":[{"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/media?parent=2743"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/categories?post=2743"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/tags?post=2743"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}