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.

The Greenpeace legacy beer mat

The Greenpeace legacy beer mat, front

by SOFII

This is the copy line that every writer wishes he or she had written. If half the challenge with legacy marketing is how do you raise this delicate subject with donors, then this brilliant promotion hits every button perfectly. I’ve always believed that the fact it’s an advertisement on a beer mat is almost entirely incidental to its brilliance, though it is characteristic of Greenpeace that this is how they would choose to deploy such a fantastic idea. Without doubt, this is a fundraising classic. NB see also ‘lessons’, below.

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Nature Conservancy of Canada: legacy mailing

A warm, attractive package with the maple key emblem, symbol of Canada’s national tree, acting as an intriguing involvement device.

by SOFII

How NCC accessed the pot of gold at the end of the fundraiser’s rainbow with a classically straightforward but very appealing legacy piece. Without doubt, this carefully and sensitively crafted pack will raise funds very effectively for the cause and the organisation that created it.

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