An approach to legacy fundraising
Leaving a charity legacy can be an extremely positive end to a person’s life. With the right approach, it can be clear to donors and their families that leaving a legacy gift is not something done in opposition to a person’s family, but as a complement to it. A legacy can be a thoughtful final chapter to be proud of, while family are also well-provided for.
We’ll begin a legacy fundraising programme by having discussions with your donors. To help develop the right legacy programme for your charity and your supporter base, we’ll use focus groups and interviews to find out more about what will work for you.
We can then begin a marketing programme tailored to your charity, with leaflet campaigns, advertisements and internet marketing all potentially playing a part.
A good legacy strategy will evolve over time to meet the changing needs of your donors and your charity. We find that returns are often seen from legacy income around three years after beginning a campaign. That’s why we’ll then look to re-examine your legacy strategy and make changes to see you through to the next phase, with a permanent, sustainable strategy that will keep providing your charity with income for years to come, as well as providing your supporters with a wonderful way to reflect their values in their will.