# Cancer Research UK launches legacy toolkit

- Link: https://fundraising.co.uk/2007/03/22/cancer-research-uk-launches-legacy-toolkit-315/
- Published: 2007-03-22T11:43:39+00:00
- Author: Howard Lake

Cancer Research UK is taking a ground-breaking approach to legacy marketing with
the launch of an internal ‘legacy toolkit’ developed by Burnett Works and aimed 
at inspiring all staff to promote legacy giving to potential donors.

Jaz Nannar, Deputy Managing Director of Burnett Works, commented, This was a fascinating
project to work on. The toolkit is a first for Cancer Research UK and was developed
to challenge the organisational mindset that perceives legacy fundraising as a specialist,
difficult and hands-off area.”

Paul Farthing, Director of Legacies at Cancer Research UK, added, Legacies account
for nearly half of Cancer Research UK’s research funds, so there is an opportunity
for any member of staff to make a huge impact simply by helping to spread the word
about legacies more widely. In developing this new approach, I wanted every member
of staff to feel empowered to help raise this vital source of funds for the charity–
and to feel good about doing so.”

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Burnett Works’ creative concept is a departure from the mould and style of typical
internal communications. The toolkit takes the shape of a DVD box containing:

• a highly accessible and colourful booklet to explain the aim of this new approach
and how staff can play their part, with practical suggestions and examples

• a portable, z-card leaflet containing 10 top legacy messages

• an invitation to get closer to the work by coming and volunteering at a legacy
event

• and a copy of the DVD played at legacy events, to show what legacies are all about
and inspire staff to have a go at talking about legacies themselves.

Initial reactions have been really positive,” continued Farthing. “All shop managers
have a copy, and we are rolling out to internal departments across fundraising and
communications. We are also talking to our research institutes about how scientists
can use the toolkit. Not only can we say that we are inspiring people, we have taken
an important step towards our longer-term goal of embedding legacy fundraising in
everyone’s role.”

– ends –

Notes to editors:

Burnett Works is a full service marketing and communications agency working exclusively
in the not-for-profit sector. Its managing director is Jackie Fowler and current
clients include Cancer Research UK, Friends of the Earth, UNHCR, Plan UK and Quarriers.

For further media information and images:

Gillian Egan

Burnett Works

Telephone: 020 7841 3076

Email: gi*********@***********ks.com

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