1. Legacy Promotion
in a Recession
Eifron Hopper, RNIB

2. • September 2007 run on Northern Rock
• September 2008 Collapse of Lehman Brothers
• October 2008 Bank bailouts begin
• December 2008 Woolworths closes!!!
• October 2009 GDP shrinks for 6th Quarter
• May 2010 General Election
• October 2010 Announcement of public spending cuts
• February 2011 beginning of the Euro crisis
• November 2011 unemployment hits 2.6m
• March 2012 Budget-cuts in welfare spending and 50p
tax rate

3. What is the impact on charities?
• The double whammy
• "You ain't seen nothin' yet!"

4. What is the Impact on Legacies?
• Immediate
- Values
- Numbers
• Future
- Will people be less generous?
- Will the shift to pecuniaries grow?

5. What are the pressures?
• Forecasting
• Everyone is struggling
• Honesty: is it the best policy?

6. Charities' response
• Short-termism
• "That way madness lies"

7. How do we respond?
• Analysis- be equipped
• How do you measure your activity?
• Implications of cuts (make
assumptions)
• Make the case -everybody else will!

8. What if it happens?
• Back to basics
• Why do people leave legacies?
• Why do they support your charity?

9. • Who are our stakeholders?
• How can we reach them?
• What are our most responsive
activities?
• Analyse & Prioritise
• Geographical prioritisation
• Returns not ease of access

10. • Piggy-backing
• Advertising
• PR
• Newsletters
• Internal marketing

11. • Messaging
• Emergency appeals?

12. And finally…
Make yourself indispensible - because you are!

13. Contact details
Eifron Hopper email address:
eifron.hopper@rnib.org.uk
Remember a charity website:
www.rememberacharity.org.uk
Legacy Foresight website:
www.legacyforesight.co.uk