Jensen Calleemootoo, Woodgreen/Consultant, will speak about "My journey in legacy fundraising as a member of BAME".

This presentation will explore Jensen’s personal journey in legacy fundraising and the discovery of how being different than the typical fundraiser twenty years ago became an advantage to engage (predominantly white) legacy supporter bases at a deeper level. This presentation aims to highlight and promote the benefits of embracing diversity to help drive a successful legacy fundraising programme.

Speaker Chris Millward, Head of Legacies, Princess Alice Hospice

Being a legacy fundraiser is a privilege and responsibility. How can you optimise the impact of gifts in Wills for donors, beneficiaries, and your organisation? A fresh approach to legacies can help you challenge the norm and build a successful legacy programme.

Speakers: Katie Wimpenny & Eliza Elliott, Octopus Legacy 

Innovation can be challenging. It may feel like you need groundbreaking ideas or AI to stay relevant. However, with a clear aim, the right tools and mindset, innovation can be simple. In this session, this session will explore frameworks for innovation including returning to first principles, understanding your audience, drawing inspiration from outside your sector, utilising available tools and resources, prioritising progress over perfection, and using data and insights for improvement. They will also share examples from the legacy sector and their experiences at Octopus Legacy to inspire innovative thinking in legacy fundraising.

Speakers: Emily Grint & Nancy Everson, Legacy Voice 

Your online content is the best channel to create awareness of in-memory giving and inspire people with ideas for remembering loved ones. It can also expose supporters to various in-memory opportunities and connect them to related content on your site. But are your online channels performing well? Emily & Nancy will share best practice examples of in-memory content and discuss how they meet the needs of bereaved supporters to apply at your own organisation.

Speaker: Catriona Brickel, freelance fundraising & innovation consultant; University of Bath

Every charity is unique, right? Apparently not when it comes to in-memory fundraising, where personality is replaced by platitudes. Drawing on findings from her recent academic research projects, Catriona shares strategic prompts to help you think beyond the in-memory orthodoxy to rediscover the heart of your charity’s in-memory fundraising programme. 

Speaker: Emily Ding, Canal & River Trust

Since 2022, the Canal & River Trust has implemented a new strategy to promote and celebrate the impact of gifts in wills through a dedicated legacy programme. Starting with a limited budget, we’ve revamped our materials, raised awareness, and hosted events, welcoming over 500 guests. Today, we proudly support nearly 200 legacy pledgers and hold regular stewardship events. Our efforts have grown from one fundraiser to a dedicated team of three, earning significant internal support and external recognition, including the ‘Best Start Up Legacy Programme’ award at the Smee & Ford Legacy Awards.

Speakers: John Roberts, Head of UK/Europe, Dataro and Stuart McCoy, Data Strategy Consultant, DM Insight

In this session, we'll examine how audience insight and AI assist charities in improving legacy programmes. We'll share case studies on advanced targeting solutions for finding the top legacy prospects, leveraging holistic data strategies for better response and value, and managing the legacy pipeline. We'll also discuss proving the value of legacy marketing to gain investment buy-in, factors motivating supporters to leave gifts in wills, and the age-old question, "do lottery players make good legacy prospects?”!

Speakers: Daniel Pepper, Senior Legacy Income Manager, RNIB & Emma Fellows, Legacy Marketing Manager  MNDA

Legacy marketing is crucial for charities to build lasting connections, foster supporter relationships, and attract new opportunities.Equally important is legacy forecasting, which aids in strategic planning by predicting future trends and behaviours.Together, these strategies create a resilient organisation that thrives now and in the future.In this session, Daniel and Emma will discuss their investments in these areas to ensure lasting impact and growth for their organisations. 

Speakers: Doug Clow & Kath Horsley, Legacy Futures 

We’ll take you through how legacies have grown and changed, review the current state of the market, and take a view on what’s ahead, exploring the shift in legators to Baby Boomers and on to Generation X. We’ll talk about how legacy fundraising has changed and how charities can engage with supporters and potential legators in a changing and uncertain world.

Speakers: Lucinda Frostick, Remember A Charity; Adam Overlander-Kaye, Kisharon Langdon; Abigail McMillan, CAFOD; Yasmin Hoque, AL-HQ Law & More

This session explores links between legacy and in-memory giving across faiths. As charity supporters become more diverse, it's crucial for fundraisers to make legacies and in-memory giving relevant and inspiring to those from various religious and cultural backgrounds. It provides an overview of each faith's connection to legacy and in-memory giving, fostering understanding in the fundraising community. The panel will also answer questions from the audience.

Speaker: Anaish Yilma-Parmar, British Red Cross

Collaboration - the super power of legacy fundraisers.

Anaish’s closing plenary will focus on the power of collaboration, within our organisations and the sector, to generate the future impact of gifts in wills.