This document discusses strategies for creating an effective one-page legacy fundraising program. It provides benchmark data on past legacy gifts, including average amounts and pledged legacy rates based on factors like a donor's years of support, recency of cash gifts, number of gifts, highest gift value, and type of support. The document advocates using this data to estimate potential legacy income and develop a targeted legacy plan, including a survey to identify prospective legacy donors and a legacy pack to educate donors about planned giving options.

1. Your One-Page Guaranteed*-to-Work Legacy
Program (*Guaranteed-to-Work if You Have
Donors and You Execute the Plan with Good
Copy, Stories and Design)
Sean Triner
Sean.triner@paretofundraising.com

2. Commercial in confidence ©Pareto
Fundraising 2012

3. The Best Legacy
Strategy ….
Ever?

4. Commercial in confidence ©Pareto
Fundraising 2012

8. Start with some data

9. Write down your estimate…

10. Source of contributions

11. Write down your estimate…

13. What about your legacy plan

14. PARETO FUNDRAISING
BENCHMARKING
INDIVIDUAL GIVING: TRENDS REPORT 2012
© 2012

15. 2012 Members

16. Average legacy
by year, excluding gifts below $1k
2002 $50
2003 $46
2004 $50
2005 $49
2006 $58
Year
2007 $59
2008 $53
2009 $56
2010 $56
2011 $53
$0 $10 $20 $30 $40 $50 $60 $70
Thousands
Average Bequest Amount
16
PFBM9_IncomeSummary_v1.xlsm

17. Pledged legacy rate
by year of first gift
0.6%
Expect longer term donors to be more
likely to put you in their will:
0.5%
• They are older.
• They have been asked more times.
• They are committed supporters.
0.4%
0.3%
0.2%
0.1%
0.0%
2002
2003
2006
2009
2004
2005
2007
2008
2010
2011
PFBM9_Analysis_ALL_v5.xlsm
17

18. Pledged legacy rate
by recency of cash gift (months)
1.0%
Recency of cash gift also correlates with
0.9% likelihood to be a legacy pledger
0.8%
0.7%
0.6%
0.5%
0.4%
0.3%
0.2%
0.1%
0.0%
0-12 13-24 25-36 37-48 49-60 61-72 73-84 85+
PFBM9_Analysis_ALL_v5.xlsm
18

19. Pledged legacy rate
by number of cash gifts
3.0%
Number of previous cash gifts correlates
strongly with intention to legacy
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
10+ 9 8 7 6 5 4 3 2 1
PFBM9_Analysis_ALL_v5.xlsm
19

20. Pledged legacy rate
by Value of highest cash gift
7.0% 3,500
6.0% 3,000
5.0% 2,500
4.0% 2,000
3.0% 1,500
2.0% 1,000
1.0% 500
0.0% 0
Conf BQ Penetration No. of Conf BQ
20
PFBM9_Analysis_ALL_v5.xlsm

21. Pledged legacy rate
by type of support
4.0%
Donors who support more in life intend to
3.5% support more in death, with the absolute
exception of face to face recruited donors.
3.0%
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
PFBM9_Analysis_ALL_v5.xlsm
21

24. The Survey
Let’s have a look….

25. Survey Follow up
When asking about monthly gifts too
MG = monthly giving

27. Legacy pack - example