Fundraising department:
Our dynamic fundraising department generated £4.5m through donations in 2023/24, and we are now preparing for an ambitious multi-million-pound campaign in support of a ground-breaking cancer centre on the site of the Royal Free Hospital.
We pride ourselves on being a supporter focused and agile function, working at the heart of the charity to deliver impact for patients and staff across our hospitals.
Responsible for attracting and retaining donors, and delivering an outstanding supporter experience, the fundraising department comprises two teams which work closely together to achieve our shared objectives:
· Our philanthropy & campaigns team builds relationships with individual philanthropists, trusts, foundations, corporate organisations and intermediaries, giving or facilitating donations of £10,000 or more to the charity each year. They lead major appeal activity for the charity, currently focused on our forthcoming cancer campaign, and special events to support these activities.
· Our public fundraising team harnesses the support and energy of individuals and groups, helping them to give back in the way that works for them. This includes committed giving, in memory support, gifts in wills, and fundraising events and challenges.
· Our database and supporter care colleagues underpin and support the entire department.
Job purpose
This is a new and pivotal role, responsible for developing and growing legacy income for the Royal Free Charity. It focuses on building a comprehensive legacy programme that encompasses strategy, marketing, and stewardship, ultimately securing long-term income to support the Royal Free Charity's vital work.
Key tasks and responsibilities
Legacy strategy and marketing
* Develop and implement the RFC’s legacy fundraising strategy to significantly grow legacy income from a base of £1m per annum.
* Work with the senior individual giving manager to identify distinct legacy audiences and segments among supporters, understanding their characteristics and motivations to tailor marketing strategies accordingly.
* Work with the senior individual giving manager to develop compelling and powerful cases for support tailored to identified target audiences.
* Undertake research where appropriate to inform strategy development and identify new legacy prospects.
* Work collaboratively with RFC’s communications and engagement team and Individual Giving to develop effective marketing concepts and approaches across various channels, including digital and print, to promote legacy giving.
* Influence internal culture and ensure legacy messaging is included in all relevant communications.
* Proactively engage with teams across the charity and NHS Trust to demystify legacy giving, overcome barriers to discussing death and gifts in wills.
Legacy stewardship and engagement
* Act as a primary point of contact for external enquiries about legacies.
* Build and nurture long-term relationships with legacy pledgers and potential supporters, ensuring a personalised approach to engagement and communication.
* Devise and implement a robust engagement and stewardship programme for legacy pledgers and prospects, ensuring integration with other fundraising and communications activities where relevant.
* Review and develop correspondence sent to legacy enquirers and pledgers.
* Implement procedures to ensure all enquiries are handled in a timely and professional manner.
* Cultivate and maintain relationships with external stakeholders such as solicitors and lay executors to gain insights and support for legacy giving.
Legacy administration
* Work with our outsourced legacy administrator to monitor the legacy income pipeline and oversee practical legacy administration tasks.
* Work with the outsourced legacy administrator to provide timely and accurate reports on legacy income, including progress against targets and insights for future strategy
* Liaise with the outsourced legacy administrator on complex or contentious legacy cases to ensure optimal outcomes.
* Maintain and support accurate record keeping on Raisers Edge.
Budget & reporting
* Develop and manage the legacy marketing expenditure budget, as well as forecasting the legacy income pipeline
* Support the team by contributing to the annual planning and reporting process, including progress reports and financial reports.
* Develop and monitor key performance indicators (KPIs) to track the effectiveness of legacy strategies and activities.
General responsibilities
* Collaborate on cross-functional initiatives, such as donor events and communications campaigns.
* Stay informed about changes in legislation, best practice, and industry standards related to legacy promotion, ensuring all activities adhere to relevant regulatory procedures, including GDPR, the Data Protection Act, and Institute of Fundraising guidelines.
Key relationships
This role will need to maintain good working relationships with key stakeholders:
* Internal: wider fundraising team, communications and engagement team, grants team
* External: legacy administrator, solicitors, supporters, patients and their families, NHS Trust staff