2016 is a year that many people will be glad to see the back of for one reason or another. But it isn’t all bad, and with Christmas around the corner, we thought it’s a good time to share some of our team’s favourite legacy and in-memory campaigns and causes of the year; many of which have especially personal connections.
Royal British Legion : Every Man Remembered
In 2014 the Royal British Legion launched their ‘Every Man Remembered’ campaign, which was an inspired way of remembering the service people lost in the 1st World War. This year, they focused on the anniversary of the Battle of The Somme and had a toolkit for people organising events that included a history of the battle, a newspaper of the time, poems, readings and so on. Like the main campaign, it helped to capture the mood of the time and the sacrifices that the soldiers made. I love the way in-memory giving has been brought to life in such a powerful way.
Sue Pedley, Head of Donor Research
The National Trust
My father joined the National Trust in 1937 and he remained a member for 73 years until he died a few years ago. He was absolutely passionate about their work and as children, myself and my brother were taken to visit many sites. I’ve donated to the organisation and have been a member for almost 30 years now. Although the primary reason for my support is because I also believe in their work and really enjoy visiting the sites, it’s also very much in memory of my father and his love for the National Trust.
Chris Farmelo, Director
Remember a Charity’s ‘Pass on something legendary’
I really like Remember a Charity’s ‘Pass on something legendary’ campaign for this year’s annual awareness week. The idea being that we all have a piece of advice that we’d pass on to the next generation and that while you share your words of wisdom, at the same time you’re also spreading the word about the possibility of leaving a gift to charity in your will.
Kathryn Horsley, Analyst
St. Leonard’s Hospice, York
In June, my choir Chanticleer, held a fundraising concert in memory of Trevor Copley in aid of St. Leonard’s Hospice. Trevor was one of the founders of the Hospice and was a great supporter of our choir, in which his wife sang. We raised just short of £3,800 and the event resulted in some local press and lots of good PR for the Hospice too.
June Rogers, Administrator
Kew Gardens legacy events
The older I get, the more I love gardens. In a world gone slightly mad, they provide peace, beauty and the chance to get really muddy. Although I’m not a friend, donor or even a visitor to Kew Gardens (I live hundreds of miles away) they have a special place in my heart. Kew’s legacy programme offers exclusive ‘behind-the-scenes’ access to its unique assets: the Millennium Seed Bank, the Fungarium, the archives stuffed with specimens collected by Victorian plant hunters, and their fresh-faced horticultural apprentices. To me, it’s a fantastic example of a charity that really understands the motivations – and yes, the passions – of its supporters.
Meg Abdy, Director
I discovered this campaign via the fun and nostalgia-evoking TV ad that invites people (primarily baby-boomers) to ‘be part of the generation that leaves a safer world for children’. The digital campaign and dedicated presence on their website allows users to map their own personalised timeline based on their own specific details to take a look down memory lane. It is also nicely linked to the history of Unicef while introducing the possibility of leaving a legacy gift to ensure that the charity is still around in the future to help children in danger.
Sarah McClean, Marketing Manager
Giving back is an important motivator in legacy giving. On a cold winter night in 1953, the North Sea dykes broke in the Dutch provinces Zeeland and Zuid-Holland. 100.000 inhabitants lost their homes, cattle and possessions and 1823 people died. Help came from all over the world, including countries far less wealthy than Holland. A year later, inspired by this worldwide help, a group of Dutch citizens started the charity NOVIB, that later became Oxfam Netherlands, to give back to poor communities in the developing world. This story is now used in the Dutch Oxfam legacy campaign to start conversations on the deeper motivations to include the charity in wills.
Arjen van Ketel, Legacy Monitor Netherlands
This year, Legacy Foresight is making its annual Christmas gifts to WaterAid and Princess Alice Hospice.
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