Effective Legacy Marketing will increase your income stream for the future, helping your organisation to achieve its goals and aspirations.
Being the largest single source of voluntary income, legacies are incredibly important to the charity sector.
They enable charities to undertake life-changing activity, to fund research into cures or prevention of disease and campaign the government to provide better services to improve lives.
Investment in Legacy Marketing is a medium-term strategy which has the potential to make a deeply significant impact on your future resources.
When handled correctly and sensitively, research shows that once prompted people are 50% more likely to remember a charity in their Will.
I want to help your charity celebrate legacies, and ensure that you’re equipping your supporters with all the information they need to decide how they can best support you.
A great starting point.
Get a legacy health check. I will offer a full evaluation of your current legacy fundraising activity highlighting areas for development and improvement.
Inspire your supporters.
A Will is a personal and sensitive document and a donor needs to be truly inspired by your organisation to want to include you in it.
I will help you to identify and understand where this inspiration comes from and what it is about your organisation that prompts your donors to remember you in their Will. This will form your legacy messaging, or vision, which can be worked in to all your marketing communications.
Have a long term plan.
Whether starting from scratch or looking for a fresh approach and new ideas, I will help develop a strategy that will grow your legacy income by ensuring that marketing opportunities are maximised through all available channels.
I will then work with you to help implement that strategy, or leave it to your fundraising team.
The work doesn’t stop with a pledge.
It is vitally important that you continue to strengthen your relationship with your pledgers to maintain and increase their engagement with your cause.
I will help you to develop a stewardship programme to ensure your pledgers feel loved and are properly looked after.
Grow your pledger base.
I will help you develop innovative and targeted legacy appeals, to reach the right audience and increase the number of pledgers, intenders and enquirers.
Become an organisation that celebrates legacies.
I will develop a staff training programme to break down barriers and fears, and encourage all your staff to embrace legacies and promote this form of giving alongside other forms of support.