Lead, don’t follow! Inspiration, innovation and impact.

What I stand for - values are very important: 2 – LEAD This is me Professionally What I stand for - values are very important: Passionate legacy fundraiser Insight led marketer Donor advocate Innovator

But it didn’t happen overnight and it hasn’t been easy. 3 – DON’T FOLLOW But it didn’t happen overnight and it hasn’t been easy. I’m the one on the right by the way… Thanks mum! Work = pressure Knowledge sharing is GOOD But it shouldn’t become a SHORTCUT We need to think things through for OURSELVES IMPERSONATION ;-) BEST FUNDRAISING? As a 5 year old I didn’t have a choice! As legacy fundraisers we do

Apologies to non development / children’s charities 4 – THE PROBLEM Apologies to non development / children’s charities Analysis from proposition development SIMILAR content / messaging Operating in the SAME SPACE Little DIFFERENTIATION Following the crowd (I would argue) has lead to the HOMOGENISATION of our sector – are we really creating DONOR CHOICE CROWDED MARKET – how to do more? Is there a DIFFERENT WAY to engage audiences? Something more AUTHENTIC, INSPIRATIONAL, COMPELLING? How might we do this?

The nuts and bolts of the everyday 5 – THE SOLUTION You’ll learn a lot today from our great speakers about the more technical side of our roles The nuts and bolts of the everyday Being great at these is essential but this isn’t where we should start I believe that to become true champions of legacies within our organisations and to be the best fundraisers, marketers, managers and leaders we can, we need to understand the reason WHY we do what we do

6 – SIMON SINEK How many of you have heard of this guy? It’s his theory I would like to share with you today I believe he offers a possible answer to our question He can do it much better than I ever could I’d like to start by showing you a short video ___________________ 7 – PLAY VIDEO

8 – GOLDEN CIRCLE Most successful people/organisations think/act and communicate in the same way – it happens to be the opposite to most others. How about you and your organisation? People don’t buy what you do they buy why you do it Do business with those who believe what we believe What does this mean for us as legacy marketers? What are we selling? Where should we start – ‘heart’ or head OR both? (ref R James) Martin Luther King didn’t make the ‘I have a plan speech’ he made the ‘I have a dream speech’ Those who lead do so through authority and position – great leaders through respect and inspiration - there’s a difference _________ Have a think about the following. Which organisations do you think these statements belong to?

Do you know what your ‘why’ is? Personal, Organisational or Campaign 9 – 14 QUIZ Do you know what your ‘why’ is? Personal, Organisational or Campaign If you don’t, what do you think it might be? What might this look like? Will Aid as a real life case study

Will Aid was established in 1998 – 2013 is our 25th anniversary 15 – WILL AID CASE STUDY Will Aid was established in 1998 – 2013 is our 25th anniversary Solicitor’s ‘Band Aid’ moment Largest scheme of its kind in the UK Has generated over 435,000 enquiries Seen 150,000 professionally written wills drawn up Raised £15m (including Gift Aid) for the partner charities 4000 people in addition have pledged a gift in their will to partner (and other) organisations – conservative estimate of £45.5m Sounds good, right?

16 – TERMINAL DECLINE? Will Aid however faces several significant challenges: Lost its way / purpose – it’s ‘WHY’ Marketplace is changing Income plateaux Solicitor churn Capacity Ownership 17 – TALK THROUGH PROCESS (TOP LINE) To refocus the campaign we undertook our Future Vision project An opportunity to redefine our WHY What we stand for, the change we wanted to see in the world and the way in which we will work to achieve this

18 – VISION GRID This has helped us to rearticulate our WHY To reconnect with the origins of the campaign and to reiterate the needs of all key stakeholders (Partners, Solicitors, General Public and our agencies) It will act as a touch stone for all future discussions and developments How to deal with the challenges and opportunities we face MISSION VALUES GOALS Our new vision has brought a refreshed energy and new optimism Looking at far more innovative approaches and solutions that we have done before

19 – SAVE THE CHILDREN How might we apply this approach to our own organisations or campaigns? Stand out and connect in an increasingly crowded marketplace How have we used this at Save the children? Organisational WHY – Save the Children (it’s in the name) Every One (global vision) No Child Born to Die (UK brand) / Survive past five (fundraising narrative) Sustainable PIPELINE Deliver VISION Challenge to be: Authentic / credible / Inspirational / Unique 20 – TALK THROUGH PROCESS INSIGHTS

‘Of’ Save the children – survival, guardianship and jeopardy 21 – AFTER DEATH LEAVE LIFE This is where it took us ‘Of’ Save the children – survival, guardianship and jeopardy Repositions us against competitors – unique impact of gift to Save the Children Resonance with existing supporters / affinity with those whom believe in the cause Inspiration (why) not will writing (the how and the what) Use of autobiography – personal legacy (values) and impact – creating a new language Reclaiming death and legacy – define them on our own terms – we shouldn’t be scare to use them – they lead to VERY powerful territories

You’ll hear from lots of great speakers today 22 – CLOSING THOUGHTS You’ll hear from lots of great speakers today As you do, hold lightly Simons golden circle (WHY / HOW / WHAT) and think about your why Does this change how you think/might do next with what you’ve heard? After today, if you’re able, take some time to think about what your WHY is and what makes you, your organisation and your cause unique If you can you’ll create the opportunity, however good you already are at what you do, to be even better Some great quotes that have inspired me… So, to close:

Have a look at Simon’s website 23 – FUTHER INFO Have a look at Simon’s website Get in touch with me if you’ve got any questions Talk to each other - but be true to yourself, your organisation and your supporters Start with why, and remember, Lead, don’t follow! Thank you