SlideShare a Scribd company logo
1 of 39
Download to read offline
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
how to craft the
information they’re
looking for
"Fictional character that
communicates the
primary characteristics
of a group of users,
identified and selected
as a key target through
use of segmentation
data."
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.
• Middle-age
• Urban
• Active leisure lifestyle and fitness
minded
• Progressive values
• Digitally savvy
• Environmentally conscious
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.
• 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

More Related Content

What's hot

Mentorship table Don Bishop - municipal-volunteer partnerhips
Mentorship table  Don Bishop - municipal-volunteer partnerhipsMentorship table  Don Bishop - municipal-volunteer partnerhips
Mentorship table Don Bishop - municipal-volunteer partnerhips
REDB_East
 
Charity:water PR Campaign
Charity:water PR CampaignCharity:water PR Campaign
Charity:water PR Campaign
Hailey Heishman
 
Staff of the Quarter
Staff of the QuarterStaff of the Quarter
Staff of the Quarter
Lydia Rexroth
 
PHNA Newsletter--Spring 2015
PHNA Newsletter--Spring 2015PHNA Newsletter--Spring 2015
PHNA Newsletter--Spring 2015
Antonio Andrew
 
Donation Request Letter
Donation Request LetterDonation Request Letter
Donation Request Letter
Justin Watson
 
Rotary Club of Menlo Park - New Presidents
Rotary Club of Menlo Park - New PresidentsRotary Club of Menlo Park - New Presidents
Rotary Club of Menlo Park - New Presidents
Maya Sewald
 
Univ reflection c_2014-2
Univ reflection c_2014-2Univ reflection c_2014-2
Univ reflection c_2014-2
CBailey93
 
SBJ_Jun2015_WEB 8
SBJ_Jun2015_WEB 8SBJ_Jun2015_WEB 8
SBJ_Jun2015_WEB 8
Dave Kelm
 
Oakland Leaf Mission, Identity, Values, Vision
Oakland Leaf Mission, Identity, Values, VisionOakland Leaf Mission, Identity, Values, Vision
Oakland Leaf Mission, Identity, Values, Vision
oaklandleaf
 

What's hot (19)

Opening Remarks, Adam Japko
Opening Remarks, Adam JapkoOpening Remarks, Adam Japko
Opening Remarks, Adam Japko
 
Jeremy washington's powerpoint
Jeremy washington's powerpointJeremy washington's powerpoint
Jeremy washington's powerpoint
 
Mentorship table Don Bishop - municipal-volunteer partnerhips
Mentorship table  Don Bishop - municipal-volunteer partnerhipsMentorship table  Don Bishop - municipal-volunteer partnerhips
Mentorship table Don Bishop - municipal-volunteer partnerhips
 
Mentorship Table - Don bishop notes from municipal - volunteer partnerships
Mentorship Table - Don bishop   notes from municipal - volunteer partnershipsMentorship Table - Don bishop   notes from municipal - volunteer partnerships
Mentorship Table - Don bishop notes from municipal - volunteer partnerships
 
Charity:water PR Campaign
Charity:water PR CampaignCharity:water PR Campaign
Charity:water PR Campaign
 
Staff of the Quarter
Staff of the QuarterStaff of the Quarter
Staff of the Quarter
 
PHNA Newsletter--Spring 2015
PHNA Newsletter--Spring 2015PHNA Newsletter--Spring 2015
PHNA Newsletter--Spring 2015
 
Douglas
DouglasDouglas
Douglas
 
Yao Ming's Journey as a Giant Philanthropist
Yao Ming's Journey as a Giant PhilanthropistYao Ming's Journey as a Giant Philanthropist
Yao Ming's Journey as a Giant Philanthropist
 
SOUP
SOUPSOUP
SOUP
 
Donation Request Letter
Donation Request LetterDonation Request Letter
Donation Request Letter
 
Rotary Club of Menlo Park - New Presidents
Rotary Club of Menlo Park - New PresidentsRotary Club of Menlo Park - New Presidents
Rotary Club of Menlo Park - New Presidents
 
Charity:Water Proposal
Charity:Water ProposalCharity:Water Proposal
Charity:Water Proposal
 
Volunteering and charity
Volunteering and charityVolunteering and charity
Volunteering and charity
 
Green Drinks Suzhou
Green Drinks SuzhouGreen Drinks Suzhou
Green Drinks Suzhou
 
Edge2015 gardeningforthegreatergood
Edge2015 gardeningforthegreatergoodEdge2015 gardeningforthegreatergood
Edge2015 gardeningforthegreatergood
 
Univ reflection c_2014-2
Univ reflection c_2014-2Univ reflection c_2014-2
Univ reflection c_2014-2
 
SBJ_Jun2015_WEB 8
SBJ_Jun2015_WEB 8SBJ_Jun2015_WEB 8
SBJ_Jun2015_WEB 8
 
Oakland Leaf Mission, Identity, Values, Vision
Oakland Leaf Mission, Identity, Values, VisionOakland Leaf Mission, Identity, Values, Vision
Oakland Leaf Mission, Identity, Values, Vision
 

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

2.7powerpoint
2.7powerpoint2.7powerpoint
2.7powerpoint
Bobob561
 
Homelessness
HomelessnessHomelessness
Homelessness
alvinac
 
District conference rotaract presentation
District conference   rotaract presentationDistrict conference   rotaract presentation
District conference rotaract presentation
Mispah Carelsen
 
AnnualReview2016-FinalPrint
AnnualReview2016-FinalPrintAnnualReview2016-FinalPrint
AnnualReview2016-FinalPrint
Naaz YarKhan
 
My wish for kenya
My wish for kenyaMy wish for kenya
My wish for kenya
farmgurl
 

Similar to Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors (20)

Patty Ruback
Patty RubackPatty Ruback
Patty Ruback
 
endPoverty.org
endPoverty.orgendPoverty.org
endPoverty.org
 
2.7powerpoint
2.7powerpoint2.7powerpoint
2.7powerpoint
 
2.7powerpoint
2.7powerpoint2.7powerpoint
2.7powerpoint
 
Duolingo and Three Little Pigs
Duolingo and Three Little PigsDuolingo and Three Little Pigs
Duolingo and Three Little Pigs
 
The Future of Millennial Giving: Wheels of Engagement
The Future of Millennial Giving: Wheels of EngagementThe Future of Millennial Giving: Wheels of Engagement
The Future of Millennial Giving: Wheels of Engagement
 
Gg brochure
Gg brochureGg brochure
Gg brochure
 
Koala Bear Rescue Project 4.26 - UC Berkeley Extension Digital Marketing
Koala Bear Rescue Project 4.26 - UC Berkeley Extension Digital MarketingKoala Bear Rescue Project 4.26 - UC Berkeley Extension Digital Marketing
Koala Bear Rescue Project 4.26 - UC Berkeley Extension Digital Marketing
 
Homelessness
HomelessnessHomelessness
Homelessness
 
December 2013 newsletter
December 2013 newsletterDecember 2013 newsletter
December 2013 newsletter
 
District conference rotaract presentation
District conference   rotaract presentationDistrict conference   rotaract presentation
District conference rotaract presentation
 
Elders and Children Closing the Gap. 2.pptx
Elders and Children Closing the Gap. 2.pptxElders and Children Closing the Gap. 2.pptx
Elders and Children Closing the Gap. 2.pptx
 
Elders and Children Closing the Gap.
Elders and Children Closing the Gap. Elders and Children Closing the Gap.
Elders and Children Closing the Gap.
 
AnnualReview2016-FinalPrint
AnnualReview2016-FinalPrintAnnualReview2016-FinalPrint
AnnualReview2016-FinalPrint
 
Facing Homelessness in Savannah
Facing Homelessness in SavannahFacing Homelessness in Savannah
Facing Homelessness in Savannah
 
Elders and Children Closing the Gap. 3
Elders and Children Closing the Gap. 3 Elders and Children Closing the Gap. 3
Elders and Children Closing the Gap. 3
 
My wish for kenya
My wish for kenyaMy wish for kenya
My wish for kenya
 
Seeds of Justice, Seeds of Hope
Seeds of Justice, Seeds of HopeSeeds of Justice, Seeds of Hope
Seeds of Justice, Seeds of Hope
 
JCFS Dr. Martin Luther King, Jr. Community Day of Service
JCFS Dr. Martin Luther King, Jr. Community Day of ServiceJCFS Dr. Martin Luther King, Jr. Community Day of Service
JCFS Dr. Martin Luther King, Jr. Community Day of Service
 
Seeds of Justice, Seeds of Hope
Seeds of Justice, Seeds of HopeSeeds of Justice, Seeds of Hope
Seeds of Justice, Seeds of Hope
 

More from Good Works

More from Good Works (20)

Storytelling: How to Transform Annual Donors into Legacy Prospects
Storytelling: How to Transform Annual Donors into Legacy ProspectsStorytelling: How to Transform Annual Donors into Legacy Prospects
Storytelling: How to Transform Annual Donors into Legacy Prospects
 
In Defence of Stories
In Defence of StoriesIn Defence of Stories
In Defence of Stories
 
Authentic Leadership: The Key to Successful Hospital Fundraising Programs
Authentic Leadership: The Key to Successful Hospital Fundraising ProgramsAuthentic Leadership: The Key to Successful Hospital Fundraising Programs
Authentic Leadership: The Key to Successful Hospital Fundraising Programs
 
How Nonprofits can Increase Fundraising Revenue through Behavioural Economics
How Nonprofits can Increase Fundraising Revenue through Behavioural EconomicsHow Nonprofits can Increase Fundraising Revenue through Behavioural Economics
How Nonprofits can Increase Fundraising Revenue through Behavioural Economics
 
Anchoring: Making Sure your Story Sticks
Anchoring: Making Sure your Story SticksAnchoring: Making Sure your Story Sticks
Anchoring: Making Sure your Story Sticks
 
Writing Workshop: Collect, Write and Share Your Own Legacy Stories
Writing Workshop: Collect, Write and Share Your Own Legacy StoriesWriting Workshop: Collect, Write and Share Your Own Legacy Stories
Writing Workshop: Collect, Write and Share Your Own Legacy Stories
 
Authentic Leadership: The Key to Successful Planned Giving Programs
Authentic Leadership: The Key to Successful Planned Giving ProgramsAuthentic Leadership: The Key to Successful Planned Giving Programs
Authentic Leadership: The Key to Successful Planned Giving Programs
 
Metrics That Matter: KPIs Every Fundraiser Should Use to Evaluate Their Digit...
Metrics That Matter: KPIs Every Fundraiser Should Use to Evaluate Their Digit...Metrics That Matter: KPIs Every Fundraiser Should Use to Evaluate Their Digit...
Metrics That Matter: KPIs Every Fundraiser Should Use to Evaluate Their Digit...
 
From Diversity to Inclusion in Philanthropy
From Diversity to Inclusion in PhilanthropyFrom Diversity to Inclusion in Philanthropy
From Diversity to Inclusion in Philanthropy
 
Using Donor Stories to Market Your Planned Giving Program
Using Donor Stories to Market Your Planned Giving ProgramUsing Donor Stories to Market Your Planned Giving Program
Using Donor Stories to Market Your Planned Giving Program
 
How Neuromarketing Leads to Better Storytelling
How Neuromarketing Leads to Better StorytellingHow Neuromarketing Leads to Better Storytelling
How Neuromarketing Leads to Better Storytelling
 
Psychology of Giving: A Journey Inside the Mind of your Donor
Psychology of Giving: A Journey Inside the Mind of your DonorPsychology of Giving: A Journey Inside the Mind of your Donor
Psychology of Giving: A Journey Inside the Mind of your Donor
 
The Psychology of Giving
The Psychology of GivingThe Psychology of Giving
The Psychology of Giving
 
State of the Canadian Web Nation: How does your charity measure up?
State of the Canadian Web Nation: How does your charity measure up?State of the Canadian Web Nation: How does your charity measure up?
State of the Canadian Web Nation: How does your charity measure up?
 
Incorporating Stories into your Fundraising Program
Incorporating Stories into your Fundraising ProgramIncorporating Stories into your Fundraising Program
Incorporating Stories into your Fundraising Program
 
Taking Donor Stewardship Online
Taking Donor Stewardship OnlineTaking Donor Stewardship Online
Taking Donor Stewardship Online
 
Websites That Work - 20 Practical Tips for Fundraisers
Websites That Work - 20 Practical Tips for FundraisersWebsites That Work - 20 Practical Tips for Fundraisers
Websites That Work - 20 Practical Tips for Fundraisers
 
Email Matters - How to Build an Online Giving Program
Email Matters - How to Build an Online Giving ProgramEmail Matters - How to Build an Online Giving Program
Email Matters - How to Build an Online Giving Program
 
Once Upon a Time: The Power of Stories in Fundraising
Once Upon a Time: The Power of Stories in FundraisingOnce Upon a Time: The Power of Stories in Fundraising
Once Upon a Time: The Power of Stories in Fundraising
 
Inside Tony’s Toolbox
Inside Tony’s ToolboxInside Tony’s Toolbox
Inside Tony’s Toolbox
 

Recently uploaded

加急制作英国朴次茅斯大学毕业证(uop学位证书)学位证书范本雅思成绩单原版一模一样
加急制作英国朴次茅斯大学毕业证(uop学位证书)学位证书范本雅思成绩单原版一模一样加急制作英国朴次茅斯大学毕业证(uop学位证书)学位证书范本雅思成绩单原版一模一样
加急制作英国朴次茅斯大学毕业证(uop学位证书)学位证书范本雅思成绩单原版一模一样
ucnutfa
 
Program Kickoff- Cohort......_4 (1).pptx
Program Kickoff- Cohort......_4 (1).pptxProgram Kickoff- Cohort......_4 (1).pptx
Program Kickoff- Cohort......_4 (1).pptx
ScottMeyers35
 
Dawson City Rolling Ads for May 15 2024 Yukon
Dawson City Rolling Ads for May 15 2024 YukonDawson City Rolling Ads for May 15 2024 Yukon
Dawson City Rolling Ads for May 15 2024 Yukon
pmenzies
 

Recently uploaded (20)

Ghana High Commission on list of diplomats including US & China who owe £143m...
Ghana High Commission on list of diplomats including US & China who owe £143m...Ghana High Commission on list of diplomats including US & China who owe £143m...
Ghana High Commission on list of diplomats including US & China who owe £143m...
 
Help set up SERUDS Orphanage virtual classroom
Help set up SERUDS Orphanage virtual classroomHelp set up SERUDS Orphanage virtual classroom
Help set up SERUDS Orphanage virtual classroom
 
Vip ℂall Girls Kashmiri Gate Phone No 9999965857 High Profile ℂall Girl Delhi...
Vip ℂall Girls Kashmiri Gate Phone No 9999965857 High Profile ℂall Girl Delhi...Vip ℂall Girls Kashmiri Gate Phone No 9999965857 High Profile ℂall Girl Delhi...
Vip ℂall Girls Kashmiri Gate Phone No 9999965857 High Profile ℂall Girl Delhi...
 
07/03/2024 Publiekdomeindag - voormiddag
07/03/2024 Publiekdomeindag - voormiddag07/03/2024 Publiekdomeindag - voormiddag
07/03/2024 Publiekdomeindag - voormiddag
 
Vip ℂall Girls IGI Airport Phone No 9999965857 High Profile ℂall Girl Delhi N...
Vip ℂall Girls IGI Airport Phone No 9999965857 High Profile ℂall Girl Delhi N...Vip ℂall Girls IGI Airport Phone No 9999965857 High Profile ℂall Girl Delhi N...
Vip ℂall Girls IGI Airport Phone No 9999965857 High Profile ℂall Girl Delhi N...
 
Vip ℂall Girls Laxmi Nagar Phone No 9999965857 High Profile ℂall Girl Delhi N...
Vip ℂall Girls Laxmi Nagar Phone No 9999965857 High Profile ℂall Girl Delhi N...Vip ℂall Girls Laxmi Nagar Phone No 9999965857 High Profile ℂall Girl Delhi N...
Vip ℂall Girls Laxmi Nagar Phone No 9999965857 High Profile ℂall Girl Delhi N...
 
16 may, International Day of Living together in peace 2024
16 may, International Day of Living together in peace 202416 may, International Day of Living together in peace 2024
16 may, International Day of Living together in peace 2024
 
加急制作英国朴次茅斯大学毕业证(uop学位证书)学位证书范本雅思成绩单原版一模一样
加急制作英国朴次茅斯大学毕业证(uop学位证书)学位证书范本雅思成绩单原版一模一样加急制作英国朴次茅斯大学毕业证(uop学位证书)学位证书范本雅思成绩单原版一模一样
加急制作英国朴次茅斯大学毕业证(uop学位证书)学位证书范本雅思成绩单原版一模一样
 
2024: The FAR - Federal Acquisition Regulations, Part 35
2024: The FAR - Federal Acquisition Regulations, Part 352024: The FAR - Federal Acquisition Regulations, Part 35
2024: The FAR - Federal Acquisition Regulations, Part 35
 
Program Kickoff- Cohort......_4 (1).pptx
Program Kickoff- Cohort......_4 (1).pptxProgram Kickoff- Cohort......_4 (1).pptx
Program Kickoff- Cohort......_4 (1).pptx
 
EDI Executive Education Master Class- 15thMay 2024 (updated) (2)
EDI Executive Education Master Class- 15thMay 2024 (updated) (2)EDI Executive Education Master Class- 15thMay 2024 (updated) (2)
EDI Executive Education Master Class- 15thMay 2024 (updated) (2)
 
How to Save a Place: Get the Word Out Far And Wide
How to Save a Place: Get the Word Out Far And WideHow to Save a Place: Get the Word Out Far And Wide
How to Save a Place: Get the Word Out Far And Wide
 
Happy International Day of light - SPIE.
Happy International Day of light - SPIE.Happy International Day of light - SPIE.
Happy International Day of light - SPIE.
 
OilChange: Big Oil Reality Check May 2024
OilChange: Big Oil Reality Check May 2024OilChange: Big Oil Reality Check May 2024
OilChange: Big Oil Reality Check May 2024
 
Effective Financial Reporting - May 2024
Effective Financial Reporting - May 2024Effective Financial Reporting - May 2024
Effective Financial Reporting - May 2024
 
Dawson City Rolling Ads for May 15 2024 Yukon
Dawson City Rolling Ads for May 15 2024 YukonDawson City Rolling Ads for May 15 2024 Yukon
Dawson City Rolling Ads for May 15 2024 Yukon
 
Minority economic forum Executive Summary
Minority economic forum Executive SummaryMinority economic forum Executive Summary
Minority economic forum Executive Summary
 
Effective governance in the modern charity
Effective governance in the modern charityEffective governance in the modern charity
Effective governance in the modern charity
 
sarkarijobswork.online-bsf-si-vehicle-mechanic-and-constable-technical-may24.pdf
sarkarijobswork.online-bsf-si-vehicle-mechanic-and-constable-technical-may24.pdfsarkarijobswork.online-bsf-si-vehicle-mechanic-and-constable-technical-may24.pdf
sarkarijobswork.online-bsf-si-vehicle-mechanic-and-constable-technical-may24.pdf
 
2024_End_of_Session_Report_Final_With_Vetoes.pdf
2024_End_of_Session_Report_Final_With_Vetoes.pdf2024_End_of_Session_Report_Final_With_Vetoes.pdf
2024_End_of_Session_Report_Final_With_Vetoes.pdf
 

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

  • 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.
  • 5.
  • 6.
  • 7. "Fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data."
  • 8. 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.
  • 9. • Middle-age • Urban • Active leisure lifestyle and fitness minded • Progressive values • Digitally savvy • Environmentally conscious
  • 10.
  • 11.
  • 12.
  • 13. 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.
  • 14. • Senior • Urban • Community-minded • Progressive values • Environmentally conscious, particularly around food and non- GMO
  • 15. • Senior • Urban • Community-minded • Progressive values • Environmentally conscious, particularly around food and non- GMO
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23. 1) I have family to take care of 2) I’m not rich and this is something rich people do
  • 24.
  • 25.
  • 26.
  • 27. • PDF with sample codicil language • Legacy brochure or package
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36. 1)Legal name 2)Charitable number BONUS: Real person contact info
  • 37.
  • 38. *The Next Generation of Canadian Giving