Ten top tips for successful legacy fundraisng - Legacy Voice
for successful legacy
Northern Legacy Marketing Group
Harrogate, 21 May 2015
We help charities raise more money by
having loud, proud legacy conversations.
WHAT WE DO BEST
If you are new to legacy
fundraising or need a
fresh approach, we can
help you develop a
strategy to grow your
We help you understand
and communicate the
most compelling reason
why people should leave a
gift to your charity in their
Legacy campaigns that
legacy events, direct mail,
We can build the skills and
confidence of your teams
to have more effective
We offer a range of legacy marketing services including
strategy, campaigns and training.
1. Be a proud legacy fundraiser
A legacy gift is the final chapter in a person’s life story. A reflection their life, values and
We’re not talking about the mechanics of Will making and death and dying, instead we’re
asking people to think about the causes they are passionate about and to help them continue
into the future.
2. Family First
The single biggest barrier to legacy giving is the presence of children.
When talking about legacies it is essential to use “family first” language, to show that after
loved ones are provided for there is still room in your Will for your favourite charity.
3. Drip the message
If we are going to encourage more people to leave charitable gifts in their Wills, we need to
make legacy giving a normal thing to do, which comes by overcoming the taboos and
including legacy fundraising as part of your everyday conversation with supporters.
4. Know your audience
Think carefully about who you are talking to. Or more specifically, think about the groups of
people that are most likely to want to leave a gift to your cause in their Will. The more specific
you can be, the better, because it allows you to clearly define your audiences, understand
their motivations and target them accordingly.
5. Know your story
You need to be able to explain why you need their gift and the difference it will make. This is
your legacy proposition.
Think about your vision and what you are trying to achieve as an organisation. You are asking
people to join you and leave a gift that will achieve something big in the future. You should be
able to communicate your legacy message simply and clearly – in one sentence if possible.
6. Start a conversation
Research from Remember a Charity shows that if you spend just 45 minutes talking to each of
your donors they will actively consider leaving you a gift in their Will.
Think about how you can start up a conversation with your supporters about legacy
fundraising. Make sure your staff and volunteers are prepared and trained to be able to have
a simple legacy conversation if the opportunity arises.
7. Make it easy
One of the inherent problems with legacy fundraising is that making a Will is something we
love to put off. A study by unbiased.co.uk revealed that two thirds of the adult population
aged between 35 and 54 have not made a Will with the number one reason being apathy.
So it is really important to make it as easy as possible for people to make a Will and leave you
8. Use the right language
Language is so important and something we need to use with care. So make sure you use
clear, accessible language and avoid jargon at all costs..
9. Measure what you do
Legacy fundraising is inherently difficult to measure. But that doesn’t mean we shouldn’t try.
We suggest measure 3 things – the volume of your communications, the feedback you receive
from those communications and the numbers of legacies you get each year. And look for an
10. Look after your supporters
The simplest piece of advice to help you raise more money from legacies is to treat your
supporters well. The warmer your supporters feel about you and the longer their relationship
with you, the more likely they are to consider leaving you a gift in their Will.