New legacy fundraising consultancy launched
Howard Lake | 31 January 2015 | News
Legacy marketing specialist Ashley Rowthorn has set up Legacy Voice, a legacy fundraising consultancy, to help charities develop effective legacy conversations.
Rowthorn is a member of the Remember a Charity Campaign Council. He has held senior legacy marketing positions at Alzheimer’s Society and most recently Royal Voluntary Service.
The company offers charities support with strategy, messaging and capacity building through training and interim staff support. It will also develop an outsourced legacy campaign service including telemarketing campaigns with specially trained legacy fundraisers.
Rowthorn explained why he set the company up. He said:
“Insight shows that most people are willing to consider leaving a legacy to charity if they are asked in the right way, and just a 45 minute conversation can be enough to change someone’s attitudes to legacy giving. Yet legacies can be seen as a difficult subject to broach and many charities are cautious about upsetting their supporters, or unsure about where to start. My aim is to help more charities find their voice and make some noise about gifts in Wills – which is where my idea for Legacy Voice came from”.
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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.