Case study | Building stakeholder engagement

The Canal & River Trust runs several museums and heritage sites, including the National Waterways Museum in Ellesmere Port, Cheshire, which has one of the most significant collections of inland waterways heritage in the world. With about 15,000 objects and more than 50 boats, it represents about 90% of the UK’s inland waterways collections.  

Events have become a central tool in encouraging our museums’ supporters to consider leaving a gift in their will. Our programme is designed to bring supporters closer to the impact of their generosity.  

Personal connections

We have found that a personal invitation to a dedicated event creates a stronger connection. These free events provide an opportunity for supporters to meet staff, hear directly about our work and spend time with like-minded individuals who share a passion for canal heritage.  

Our events focus on offering something unique and memorable. We aim to provide behind-the-scenes access that would not normally be experienced. This might include tours of collections not currently on display, access to restricted areas of the museums or guided tours led by knowledgeable volunteers.  

The variety of our collections means there is always an interesting story to tell, and we’re also increasingly connecting these experiences with powerful legacy case studies. 

One particularly meaningful example is the story of Di Skilbeck, a teacher and lifelong supporter whose legacy still shapes the museum today. In the 1970s, Skilbeck played a pivotal role in the creation of the Ellesmere Port site, encouraging her students to help excavate the basin. Over the years, she became deeply involved in the museum’s development, serving as chair, trustee and president. She was awarded an MBE in 2012 for her services to heritage.  

When she died, Skilbeck left a generous gift in her will, which has supported the restoration of items from the collection. It was also her wish that the museum’s trip boat be restored – and it has been renamed Diana Margaret in her memory.  

At our events, we share Skilbeck’s story as a powerful illustration of the lasting impact a legacy gift can have. 

The results

Over the past four years, we have hosted more than 30 events and welcomed hundreds of supporters. The results have been encouraging – we’ve generated millions of pounds in pledged support, and last year alone, 65% of attendees went on to commit to leaving a gift in their will.  

Along the way, we have learned some valuable lessons that may be useful to other museums considering a similar approach: 

• The success of events depends heavily on collaboration across teams. Supporters greatly value the opportunity to meet our collections team, volunteers and other colleagues, so internal engagement is essential.
• We make sure to brief people clearly on their role, highlight the importance of the opportunity for our future funding, and share any positive feedback afterwards.  
• Supporters are willing to travel long distances to attend, with many turning their visit into a short break. 
• While the primary aim is to inspire legacy giving, events have also helped us build internal support for fundraising, recruit new volunteers, increase regular donations. They have even led to a few major gifts. 

Ultimately, events offer a powerful and personal way to connect supporters with our work. By bringing stories, people and collections together, they create meaningful experiences that inspire lasting support and ensure that the heritage we care for today can be preserved for generations to come.  

Emily Ding is the gifts in wills manager at the Canal & River Trust