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Ten top tips for successful legacy fundraisng - Legacy Voice


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Ten top tips for successful legacy fundraisng - Legacy Voice

  1. 1. 10 SIMPLE TIPS for successful legacy fundraising Northern Legacy Marketing Group Harrogate, 21 May 2015
  2. 2. We help charities raise more money by having loud, proud legacy conversations.
  3. 3. WHAT WE DO BEST STRATEGY If you are new to legacy fundraising or need a fresh approach, we can help you develop a strategy to grow your legacy income. MESSAGING We help you understand and communicate the most compelling reason why people should leave a gift to your charity in their Will. CAMPAIGNS Legacy campaigns that generate measurable interest. Telephone campaigns, legacy events, direct mail, marketing materials. TRAINING We can build the skills and confidence of your teams to have more effective legacy conversations. Coaching, mentoring, team training. We offer a range of legacy marketing services including strategy, campaigns and training.
  4. 4. 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 experiences. 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.
  5. 5. 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.
  7. 7. 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.
  8. 8. 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.
  9. 9. 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.
  10. 10. 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.
  11. 11. 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 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 a legacy.
  12. 12. 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..
  13. 13. 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 upward trend!
  14. 14. 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.
  15. 15. Thank you Ashley Rowthorn Legacy Fundraising Consultant Tel: 0773683571 Email: Web: