1. IOF Legacy Fundraising – 1 October 2012
Helen Hoare
Chair - Institute of Legacy Management
Head of Legacies & Probate – Age UK

2. ILM
• Founded in 1999
• Approximately 500 members
• Representing 300+ charities
• Many of our members have a dual role
• Board of Directors
• Chief Executive
• Training Manager
• Co-ordinator

3. What we do
• Training
• Support / networks
• Professional qualifications
• Advocacy and lobbying

4. Age UK
• Legacy income FY11/12 - £23.5m
• Legacy activity split across Individual Marketing
and Legacies & Probate
• Acquisition and Stewardship

5. Marketing and Management
What’s the mission…?
To encourage and enable legacy giving; to
deepen supporter experience; to optimise
income; to balance legal obligations and to
manage risk and reputation.

6. Where can it go wrong
• Working in isolation
• Lack of understanding
• Different approach and style
Does this sound familiar?

7. Look after your supporters
The legacy journey should not start and stop in marketing –
legacy managers are just as crucial to developing and
maintaining great relationships .
• Collaborate on appropriate communications to engage advisors
and professionals as well as family and friends
• Impact and achievements; what legacies can do
• What’s the last message you want to leave with your audience