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

2. 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

3. 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

4. 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?

5. 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. 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

7. 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?

8. 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

9. 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?

10. 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

11. 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

12. 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

13. ‘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

14. 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:

15. 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