Holly Wagg, CFRE
Good Works
Philanthropic
Counsel &
Chief Digital
Architect
holly@goodworksco.ca
www.goodworksco.ca
blog.goodworksco.ca
1) Understand how a
donor-centred website
is constructed
2) Identify the two main
audiences for your
legacy website and
ho...
"Fictional character that
communicates the
primary characteristics
of a group of users,
identified and selected
as a key t...
Sarah is a mother to two young children who juggles the demands of her career and
family life, and has time for little els...
• Middle-age
• Urban
• Active leisure lifestyle and fitness
minded
• Progressive values
• Digitally savvy
• Environmentall...
Jacqueline never married and never had any children. She’s always been community
minded. On Sunday’s she sings in the chur...
• Senior
• Urban
• Community-minded
• Progressive values
• Environmentally conscious,
particularly around food and non-
GMO
• Senior
• Urban
• Community-minded
• Progressive values
• Environmentally conscious,
particularly around food and non-
GMO
1) I have family to take
care of
2) I’m not rich and this is
something rich people
do
• PDF with
sample
codicil
language
• Legacy
brochure
or
package
1)Legal name
2)Charitable number
BONUS: Real
person contact info
*The Next Generation of Canadian Giving
Holly Wagg
613-232-9113 x103
holly@goodworksco.ca
www.goodworksco.ca
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors
Upcoming SlideShare
Loading in …5
×

Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors

934 views
907 views

Published on

Presentation by Holly Wagg of Good Works at the Canadian Association of Gift Planners annual conference, Vancouver, BC, April 2014.

Your charity’s website is a crucial, yet often overlooked, piece of marketing collateral for your legacy program. We’ll review basic web design and explore ways to help you to adapt, build and develop the right content to maximize legacy gifts – with an emphasis on charitable bequests. A series of case studies and live website reviews will be used to illustrate best practices. And as a bonus, we’ll also cover how to work with committees and IT staff to bring your vision to life.

Published in: Government & Nonprofit
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
934
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors

  1. 1. Holly Wagg, CFRE Good Works
  2. 2. Philanthropic Counsel & Chief Digital Architect holly@goodworksco.ca www.goodworksco.ca blog.goodworksco.ca
  3. 3. 1) Understand how a donor-centred website is constructed 2) Identify the two main audiences for your legacy website and how to craft the information they’re looking for
  4. 4. "Fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data."
  5. 5. Sarah is a mother to two young children who juggles the demands of her career and family life, and has time for little else. She’s always cared about the environment. She believes that it’s her mission to create a better world for her children, and that creating that world exists in each and every interaction she has. She doesn’t want her children to grow up in a world that is destroyed by global warming. Jane bikes to work, and she and her husband only own one vehicle – a Toyota Highlander hybrid. She’s an avid reader of blogs that share how to raise environmentally conscious children and she loves tips to make her household greener. She makes all of the purchasing decisions, as well as the donation decisions for her household.
  6. 6. • Middle-age • Urban • Active leisure lifestyle and fitness minded • Progressive values • Digitally savvy • Environmentally conscious
  7. 7. Jacqueline never married and never had any children. She’s always been community minded. On Sunday’s she sings in the church choir, she goes door-to-door canvassing for the local trails association each spring, and she makes sure that her elderly neighbours have the transportation they need to get to their healthcare appointments. Jacqueline always grew her own food, and now the once homesteader is a leader in the urban farming movement. She raises backyard chickens, and coordinates the annual seedy Saturday event. She advocated to city council to support the local community garden. Jacqueline cares about the environment and her community. She believes it’s important to give back, and when she leaves the earth, she wants ensure that the good she’s started can continue. That’s why she’s left a gift in her will to her three favourite charities.
  8. 8. • Senior • Urban • Community-minded • Progressive values • Environmentally conscious, particularly around food and non- GMO
  9. 9. • Senior • Urban • Community-minded • Progressive values • Environmentally conscious, particularly around food and non- GMO
  10. 10. 1) I have family to take care of 2) I’m not rich and this is something rich people do
  11. 11. • PDF with sample codicil language • Legacy brochure or package
  12. 12. 1)Legal name 2)Charitable number BONUS: Real person contact info
  13. 13. *The Next Generation of Canadian Giving
  14. 14. Holly Wagg 613-232-9113 x103 holly@goodworksco.ca www.goodworksco.ca

×