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.

Hilda’s suitcase: when’s the right time to discuss leaving a legacy?

A suitcase

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.

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Change can take us by surprise

by Andrew Papworth

Understanding the changes that could influence how your donors view your legacy marketing is extremely important says Andrew Papworth.

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Action on Hearing Loss: put a gift in your will

by SOFII

Action on Hearing Loss has calculated that this legacy campaign is likely to generate around £2 million in the future.

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AARP (formerly the American Association of Retired Persons): legacies booklet and newsletter

by SOFII

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"

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LA Gay and Lesbian Center: legacy leadership campaign

screenshot

by SOFII

The centre created an exceptional legacy programme, combining the best of direct mail and telephone marketing with sensitive cultivation and stewardship techniques.

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Is this the best way to develop bequests?

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.

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In lieu of flowers: how to write lively memorial donation thank-you letters

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.

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Rhode Island Foundation: why less can be more with the annual report, particularly when it comes to legacies

by SOFII

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.

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University of South Carolina: ‘We are South Carolina Y’ALL’ (Young Alumni Leaving a Legacy)

Front of the postcard

by SOFII

Innovative and engaging alumni fundraising from USC shows the education sector how it should be done.

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Association of International Cancer Research: Inspiring Stories Book

AICR’s Inspiring stories book.

by SOFII

By creating real, personal, one-to-one conversations, AICR not only inspired their supporters, they also made them feel as though they really cared.

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