CDE project 10: legacies

Legacies are a significant source of income for many charities, so it is important to retain the confidence of those who have already included charities in their wills and to encourage more people to do likewise. This project will look at the strengths and weaknesses of the current model of legacy fundraising and identify how we make sure that people feel encouraged to include charities in wills.

Click this link for all the CDE project summaries and where to find them on SOFII. For access to all CDE content on SOFII go to the home page and click on the special CDE portal just below the masthead.

CDE project 10 summary: legacies

by The Commission on the Donor Experience

This project will look at the strengths and weaknesses of the current model of legacy fundraising and identify how we make sure that people feel encouraged to include charities in wills.

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CDE project 10 section 1: an overview of and background to legacy fundraising

by The Commission on the Donor Experience

To leave a legacy is a natural human desire. Since the beginning of history, human beings have striven to pass on something of ourselves to future generations.

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CDE project 10 section 2: legacy fundraising today and the opportunity before us

by The Commission on the Donor Experience

In the past 15 to 20 years, legacy fundraising has embraced new forms of reach and engagement. The rise of digital platforms and other media have increased and developed engagement.

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CDE project 10 section 3: putting the donor-led experience at the heart of legacy fundraising growth

by The Commission on the Donor Experience

What do donors need and want in order to make the giving of a gift in their wills meaningful, normal, joyful, easy and rewarding?

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CDE project 10 section 4 part 1: the approach used in this report and the basis for these conclusions

by The Commission on the Donor Experience

To draw together some inputs, ideas and contributions that shaped some of the conclusions and recommendations in this paper, we have organised the collection of insights around four areas.

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CDE project 10 section 4 part 2: the experiences and needs of donors and their families

by The Commission on the Donor Experience

At the heart of the challenge of providing the best experience are the primary wishes of the donors and their families. 

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CDE project 10 section 4 part 3: how the donor might behave and how can we use insight to improve experience

by The Commission on the Donor Experience

Much has been written about the power of emotion and at the heart of thinking about how these can be used in legacy fundraising, the following are links to four resources pertaining to the art and science of emotion.

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CDE project 10 section 4 part 4: the organisation’s culture, capacity and experience

by The Commission on the Donor Experience

Creating a positive experience for legacy donors or for those enquiring about becoming such donors requires a much wider contribution and understanding from the organisation.

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CDE project 10 section 5: the legacy marketing, fundraising and influence method and experience

by The Commission on the Donor Experience

The majority of legacy gifts are made without revealing intent in life. We have indicated reasons that this focus may actually drive engagement away rather than encourage openness.

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CDE project 10 section 6: the probate and legacy administrative experience and approach

by The Commission on the Donor Experience

The donor experience is complex, and there are a variety of experiences that donors may with a charity during their journey. 

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