She will lead the 200-strong charity consortium
Remember A Charity has announced the appointment of Lucinda Frostick as its new director.
She will lead the 200-strong charity consortium in its aim to grow the legacy market and normalise gifts in Wills.
Since its inception Remember A Charity has lobbied government and the legal sector, and communicated with the will-writing public through a mix of consumer advertising, marketing, public affairs and strategic partnerships.
Lucinda will pick up the reins from director Rob Cope, who is stepping down after leading the organisation for the last 12 years and moving to a new role within the Chartered Institute of Fundraising, as executive director of membership and charitable giving.
Allan Freeman, chair of Remember A Charity, said: “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.”
Rob 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.”
Since 2008, Lucinda has been an associate director at Turner PR, a specialist trade PR and communications agency for the charity sector, where she managed accounts for several sector bodies and campaigns, including Remember A Charity and the European Fundraising Association.
Prior to this, she was head of communications at CIOF and communications manager at The Giving Campaign.
Lucinda said: “For more than 20 years, charities have worked together – through Remember A Charity – to protect and grow legacy giving. 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.”