Presentation

1. Growing legacy income together - Remember A Charity seminar 30th April 2008

5. 1. A brief look back..

10. Awareness raising, not direct response

15. Getting a bit cleverer?

20. Out on the streets…in two waves

21. General and cross-track 48-sheet Lawyer district 48-sheet Cross-track 16-sheet

28. Remember A Charity

34. 2. Our strategic drivers..

35. To make charitable gifts in wills the norm

36. Driving behaviour change among the will writing public

37. Driving behaviour change among will writing providers

38. Influencing a climate through partnerships

39. Maximising members potential, value and benefits

40. Maximising & securing income and resources

42. 3. From awareness to behaviour change..

43. Remember A Charity Awareness (post campaign)

44. 4. An introduction to social marketing

45. National Social Marketing Centre Social Marketing for Remember A Charity Catherine Perry-Williams 30 April 2008

47. The Roots of Social Marketing ‘2 parents’ Marketing commercial & public sector Social policy social sciences, social reform, social campaigning SOCIAL MARKETING Both areas contribute valuable expertise, skills, techniques and theory

54. Raising Awareness vs Behaviour Change

63. Using Customer Insight in Mexico “ My child is always safest in my arms.” “ God decides when to take my baby.” CREATE A SERVICE … have a priest bless the car seats

66. THINK! Examples (UK Department for Transport ) Don’t Drink & Drive ‘It could ruin your life’ - Moment of doubt TV ad THINK! Examples (UK Department for Transport )

68. 5. Next steps

69. Policy & Partnerships

72. Membership & Resources

76. Marketing & Research Successful campaigns have their foundations in clear and insightful research …

81. Question & Answer session

82. An alignment in legacy fundraising