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Legacy Fundraising Strategy Development

Founded by the late Sir Peter Scott, the Wildfowl & Wetlands Trust is an important conservation charity, operating 9 wetland visitor centres in the UK and a wide range of conservation programmes.

With a longstanding legacy fundraising operation based at its Slimbridge headquarters, WWT already receives a valuable flow of legacy income each year. However, it was some years since this important aspect of fundraising had been reviewed and we were asked to help develop a new strategy to grow legacy income, with an emphasis on delivering fresh thinking to reinvigorate the programme.

Following analysis of current activity, we identified a wide range of additional options, covering, for example, the improved profiling of legators and pledgers, the development of new media activity, as well as new ways of reaching prospects with legacy messages.

Throughout the assignment, the WWT Legacy Manager and its Head of Fundraising were both centrally involved, as new ideas were developed and the strategy began to take shape. The final result is a new plan for legacies, building on previous practice, but strengthening key areas and adding important new activities. An underlying need was to develop the programme without incurring excessive additional costs, which was achieved.

Our Director Simon George said: "This was a really interesting task and hugely enjoyable. WWT's team were great to work with and they now have a solid new strategy to guide their legacy fundraising over the next three years, as well as a reservoir of additional ideas which can be introduced as budgets allow."

David Salmon, Legacy Manager at WWT, said: "Wootton George's expertise has provided us with a strategy that will give invaluable new impetus to our legacy marketing activity and guide us wisely through the next few years."

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