Legacies and bequests
Please treat this section with respect. For if within these pages you can find out how to increase your share of the massive legacy (more commonly referred to as bequests in North America) income that seems to fall each year from heaven above into fundraisers’ laps, you’ll have done well indeed. So, this is the place where you’ll find some of the best ideas worth borrowing, truly the all-time greats of legacy marketing.
by Norma Cameron
You’ll love this charming and personal story from Norma Cameron in Canada, who learned an important lesson about gift planning from her mum.Read more
by Andrew Papworth
Understanding the changes that could influence how your donors view your legacy marketing is extremely important says Andrew Papworth.Read more
Action on Hearing Loss has calculated that this legacy campaign is likely to generate around £2 million in the future.Read more
This booklet and newsletter were the centerpiece of a direct marketing legacy promotion programme. Given the huge size of the AARP membership and the substantial range of interests and abilities, Mal Warwick Associates opted to organise the multi-faceted legacy programme illustrated in these materials.
Please note: This exhibit is "under construction"Read more
The centre created an exceptional legacy programme, combining the best of direct mail and telephone marketing with sensitive cultivation and stewardship techniques.Read more
by Rich Fox
Most organisations are surprised when they receive bequests. Many of the people who leave bequests do not even appear on the organisation’s donor file, and most of the others have been only low value donors for a number of years (and are often lapsed) -- not the kind of people who you might expect to leave a large bequest.Read more
by Lisa Sargent
Are your in-memoriam donation thank-you letters destined for donor oblivion?
This copywriting clinic looks to help you rescue them from a fate worse than, well… death.Read more
Rhode Island Foundation: why less can be more with the annual report, particularly when it comes to legacies
To send or not to send? If you ask your donors if they want to receive your annual report, why do you think they don’t reply? It could be inertia, ‘I’ll do it tomorrow’. Maybe they think they'll be saving you time and money, they’re nice, considerate people after all. By the same token intertia will stop them going to your website to view your report online – and you will never know. If you send a printed copy, you know they have it and might they not be more likely to look at it, if it’s there in their hands? The stories here from Tom Ahern and the Rhode Island Foundatio show the power of the printed word.Read more
Innovative and engaging alumni fundraising from USC shows the education sector how it should be done.Read more
By creating real, personal, one-to-one conversations, AICR not only inspired their supporters, they also made them feel as though they really cared.Read more