Cancer Research UK launches legacy toolkit
Howard Lake | 22 March 2007 | Newswire
Cancer Research UK is taking a ground-breaking approach to legacy marketing with the launch of an internal ‘legacy toolkit’ developed by Burnett Works and aimed at inspiring all staff to promote legacy giving to potential donors.
Jaz Nannar, Deputy Managing Director of Burnett Works, commented, This was a fascinating project to work on. The toolkit is a first for Cancer Research UK and was developed to challenge the organisational mindset that perceives legacy fundraising as a specialist, difficult and hands-off area.â€
Paul Farthing, Director of Legacies at Cancer Research UK, added, Legacies account for nearly half of Cancer Research UK’s research funds, so there is an opportunity for any member of staff to make a huge impact simply by helping to spread the word about legacies more widely. In developing this new approach, I wanted every member of staff to feel empowered to help raise this vital source of funds for the charity – and to feel good about doing so.â€
Burnett Works’ creative concept is a departure from the mould and style of typical internal communications. The toolkit takes the shape of a DVD box containing:
• a highly accessible and colourful booklet to explain the aim of this new approach and how staff can play their part, with practical suggestions and examples
• a portable, z-card leaflet containing 10 top legacy messages
• an invitation to get closer to the work by coming and volunteering at a legacy event
• and a copy of the DVD played at legacy events, to show what legacies are all about and inspire staff to have a go at talking about legacies themselves.
Initial reactions have been really positive,†continued Farthing. “All shop managers have a copy, and we are rolling out to internal departments across fundraising and communications. We are also talking to our research institutes about how scientists can use the toolkit. Not only can we say that we are inspiring people, we have taken an important step towards our longer-term goal of embedding legacy fundraising in everyone’s role.â€
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Notes to editors:
Burnett Works is a full service marketing and communications agency working exclusively in the not-for-profit sector. Its managing director is Jackie Fowler and current clients include Cancer Research UK, Friends of the Earth, UNHCR, Plan UK and Quarriers.
For further media information and images:
Gillian Egan
Burnett Works
Telephone: 020 7841 3076
Email:
gi*********@bu***********.com
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.