A “legacy toolkit” in the form of a DVD box-set is being sent out to staff across Cancer Research UK’s operations in an attempt to embed legacy fundraising in all areas of the charity’s work.
Legacies are a vital source of income to the UK’s largest fundraising charity, accounting for nearly half of its total research funds.
The toolkit was developed by marketing agency Burnett Works and includes an information booklet, a leaflet with the charity's top ten legacy messages and an invitation encouraging staff to volunteer at a legacy event.
“There is an opportunity for any member of staff to make a huge impact simply by helping spread the word about legacies more widely,” says Paul Farthing, director of legacies at Cancer Research UK, who says he wanted to make staff feel “empowered” by helping raise funds for the charity.
All Cancer Research UK shop managers will receive a copy of the DVD and the charity is currently talking to its research institutes about how scientists can use the toolkit. There are also plans to roll the programme out across all internal departments.