Press Releases

2 May 2008

The NSPCC has launched a 10 point legacy charter designed to meet donors concerns when considering leaving a legacy gift. The charter will be shared with donors in all communications and will guide future legacy strategy and materials.

The 10 commitments have been developed following extensive research with Whitewater into donor's legacy motivations and attitudes. The charter includes statements about respecting privacy, not needing to reveal pledges, about putting family first, choice and acknowledging the right to change your mind.

NSPCC development director for legacy fundraising, Stephen George said: "The charter gives 10 clear statements we can share with donors that meet the concerns and issues they told us about. It's an external donor+ approach* for legacies - a signal that we respect and support where donors are coming from."

The NSPCC's Legacy Charter will be used to guide its new emphasis on the number and quality of legacy conversations across all media rather than focusing on pledges. These conversations will be measured with a major donor approach using a new eight step model the charity has adopted. Stephen George said: "This puts us alongside donors - we are not afraid to try a new and simple approach based on these insights and their key issues."

The research found charities need to recognise family first and then consider a gift. It also found that where donors do tell the charity they were seeking real choice and connection and wanted to feel confident about where and how their gift would be spent. The NSPCC will therefore offer a local legacy commitment if the donor wants to support their community and a chance to see the work close up. Families will be offered the chance to help choose where to make a difference after the donor has gone and the donor will be given the choice about what communication they want in the future.

"Donors are largely sceptical, private and confused about legacy giving" said Stephen. "We believe our approach will reassure them and help us engage them. Our strategy will be guided by this approach - not the other way round."

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Notes to editors
* Donor+ is a series of 6 principles the NSPCC has created to describe and guide its approach to fundraising - the key principles are:

• Passion and inspiration
• Open hearts, open minds, open chequebooks
• People give to help people
• Understanding donors
• Donors as partners
• Donors are for life
  

1. The Legacy Charter is below
2. Stephen George is also Chairman of legacy promotion consortium Remember a Charity
The NSPCC Legacy Charter

Mentioning the NSPCC in your will is a big decision to make, which is why we want you to feel completely comfortable about it.

So our commitment to you is as steadfast as our commitment to children - because cruelty to children must stop. FULL STOP.

To anyone making, or considering making, a gift to the NSPCC in their will, these are our 10 commitments:

1. We will always respect your privacy. We recognise and appreciate that your will is completely personal to you.
2. We also realise that, rightly, that your family and loved ones will always come first.
3. Because we are committed to making a difference to children, we always encourage people to leave something to the NSPCC. But we recognise that it's your decision and you need to make it in your own time.
4. You can tell us that you've left a gift if you want to, and we'd love to hear - but you don't need to and we won't keep asking.
5. If you do choose to tell us, we will give you the choice about how we talk to you in the future about our work with children.
6. We will give you and your family as much choice as we can about how and where your gift will be used to make a difference for children through the NSPCC.
7. We will use your gift carefully and cost effectively so that it has the greatest impact for children.
8. We will give you the opportunity to be connected with the work we do, that is made possible by gifts like yours.
9. At any time in the future, you have the absolute right to change your mind about a gift in your will to the NSPCC.
10. We will handle whatever gift you leave us efficiently - and also with care, sensitivity and respect.