“We urgently need to reverse 20 years of legacy decline”
The team at Legacy Futures were great to work with. Right from the start, they viewed our relationship as strategic partners rather than the usual agency relationship. They brought strategic direction based on superior audience insight gained over many years. And understood the needs of our senior leadership to build trust and buy-in for our long term growth strategy.
Barry Hunt, Head of Legacies, Scope
Problem
Our forecasts showed that Scope’s market share had halved over 20 years whilst income had remained flat; just as the market is set to double in size, and Scope’s peers are growing.
We were tasked to devise a strategy to reverse this decline, to help build the case for spend, create a new legacy proposition and stewardship strategy, and make more effective Scope’s legacy nursery journey for cold campaigns.
Insight
Market: Scope data showed a large decline in bequest and residual value from estates, vs the average for our Legacy Monitor consortium. Scope was also receiving much less value from estates than the Disability sector, although its legators have higher value estates than other Disability charities.
Supporters: 45% open to the idea of legacy giving but they lack a personal connection to Scope’s future vision of equality for all disabled people.
Organisation: Colleagues want long term success for legacy fundraising but naturally focus on their own short-term priorities; and they lack the know-how to make the legacy ask to their supporters.
Solution
A new ambition to double market share in 20 years, backed by income and investment modelling.
A growth strategy with 4 pillars: Best in class stewardship of pledgers; Converting more supporters; Inspiring the UK’s 14m disabled people; Galvanising colleagues.
A three year plan to start to deliver the strategy with KPIs tracking to Year 5.
A creative strategy to build a conversation across generations, from pledgers to supporters, prospects to colleagues. That asks the big question: What will make a fair future for disabled people?
Launched with a new proposition to leave a gift to Scope, for a future that’s fair, always.
