Crusaid launches first legacy campaign for several years
Howard Lake | 16 October 2003 | News
Crusaid, the national charity and independent grant maker for HIV and AIDS, has launched a campaign to convince supporters and donors to leave a legacy to the charity in their will.
The push is Crusaid’s first concerted legacy campaign for a number of years, and will build on the successful use of funds derived from recent legacies.
Alison Heyes, Head of Fundraising and Events at Crusaid commented: “Legacies have enabled us to maintain the Hardship Fund, which has now helped 1 in 4 people diagnosed with HIV in the UK cope with the often harsh reality of life with the virus. It is precisely that sort of work that we hope to continue and build on through our legacy campaign.”
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The campaign will begin with a direct-mail shot to warm supporters and contacts. Comprehensive information outlining how a bequest to Crusaid could be used will be distributed throughout the legal profession to promote awareness of the charity and its work among those who manage and administer legacies. This will be reinforced with advertisements in various legal journals and a dedicated area on the Crusaid Web site which will be redesigned shortly.
In February 2004 a special reception hosted by Crusaid Chairman Iain Renwick, will take place where supporters will be told how – unlike many other charities – Crusaid does not use legacy gifts to fund core costs. Donors will be reminded that they can choose how their gift is spent or even re-assign the bequest to an area of personal interest once it is committed.
Alison Heyes concluded: “Donors will be able to choose for themselves how their legacy is put to work – they may wish to contribute towards research into a vaccine or cure for HIV/AIDS, support our education and prevention work in the UK or provide our international projects with a sustainable future. Our commitment to guaranteeing that no legacy monies are used on administration ensures that donors who leave bequests to Crusaid are making a real and lasting difference in the fight against HIV and AIDS.”
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.