Remember A Charity names PR expert as next director

The Remember A Charity legacy giving coalition has hired charity sector PR expert Lucinda Frostick as its next director.

She has been an associate director at charity sector specialist communications agency Turner PR for the last 14 years.

Frostick is also a former head of communications at the Chartered Institute of Fundraising (CIoF), when it was the Institute of Fundraising, and was communications manager for the Giving Campaign.

“For more than 20 years, charities have worked together – through Remember A Charity – to protect and grow legacy giving,” said Frostick.

“The dial has shifted hugely over that time with more dialogue around legacies, greater understanding of their importance and, critically, more gifts reaching more good causes.

“The campaign really is a fantastic example of what can be achieved through sector collaboration and I can’t wait to join the team, working with members and partners in our shared mission of normalising such a vital form of giving.”

She replaces Rob Cope who had been in post for 12 years and has stepped down to head membership and charitable giving functions at the CIoF.

Cope said: “Lucinda brings with her a huge amount of communications, PR, campaign and legacy sector experience, which will be invaluable in growing legacy giving further and leading Remember A Charity’s new strategic plan.

“I’m so pleased to be passing the baton to someone who is so passionate about legacies and the massive impact this type of giving can have for charities.”

Remember A Charity chair Allan Freeman added: “Rob has been instrumental in the campaign, he has truly transformed it into what it is today with the support of 200 charity members and almost one in five people in the UK are leaving a gift to charity in their Will. We thank him sincerely and wish him the best in his new role.

“As we enter a new strategic phase, Remember A Charity is stepping up in terms of how we reach consumers all-year-round, working closely with financial advisers and on Will-writing guidance.

“We’re at the cusp of the biggest intergenerational wealth transfer of all time, which will provide a golden opportunity for legacy giving, so it was vital that we appointed someone with strong communications experience as well as a robust understanding of the legacy field, who can build on our existing work.”

According to research published by creative agency WPNC last month nearly half of millennials and generation X are considering leaving a legacy gift to a charity in their will.