FUNDRAISING NEWS: CAFOD runs North-West pilot for legacy giving

CLAIRE SAMES

A catholic charity that fights Third World poverty is embarking on a pilot scheme in the North West to encourage legacy giving among its supporters.

CAFOD's legacy development officer, Philippa Prall, is heading the initiative, which is set to run until March. The pilot scheme aims to make contact with parish priests or CAFOD parish representatives to organise informal meetings for supporters to discuss the charity's work and legacy giving, according to Prall.

The new personal approach follows the charity's first legacy direct marketing campaign in six years.

Direct communications agency DMS sent out a direct mail appeal in July to 45,000 supporters in England and Wales.

Supporters in the North West have been sent an additional mailing, offering them the chance to meet and discuss legacy donations by ticking the contact box on the reply form.

Requests will be followed up with a telephone call to arrange a home visit or an invite to a local church group meeting.

"We're going to be talking about CAFOD with legacies weaved in,

said Prall. "It's a soft suggestion in that sense rather than a heavy legacy push."

If the legacy pilot is successful, the charity will roll out the programme across CAFOD's 12 regions including Westminster, Greater London, Suffolk, Leeds and Hallam, and Liverpool.

The catholic agency decided to put legacy marketing back on its fundraising agenda last year, recognising that legacies account for £4 million of the charity's income.

CAFOD has invested £64,000 in the latest legacy marketing push.

Holly Ball, CAFOD's head of fundraising, said: "With legacies you might only get 10 responses that could amount to tens of thousands, but you're not going to get it all tomorrow because you don't know when people are going to die - legacies are a slow business.

"By starting our marketing now, we should see legacy income go up in the next three to five years. Legacies are so valuable to a charity, especially over the past 10 years as income has increased primarily because of property value.

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