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16 pages tagged with Legacy:
- ‘Behind the clock’ legacy marketing – if you aren’t doing it, perhaps you should be The decision to make a will and leave a legacy is often one that takes a long while. Find out how to engage with your supporters and deliver the legacy messages that will help them to make one of the most important gifts of all.
- Battersea Dogs and Cats Home: ‘Leaving a gift in your will’ TV ad Since this upbeat, inspiring television ad started airing in 2020 it has helped generate over 1,000 legacy information pack requests. But how did the fundraisers do it? Keep reading to discover how Battersea Dogs and Cats Home created a legacy television ad that’s proven its worth over the past three years… and counting.
- Canal & River Trust: Flagship legacy campaign This exhibit showcases Canal & River Trust’s first ever large-scale gifts in Wills campaign, and it is a wonderful example of how to engage with potential legacy givers. But the campaign wasn’t just beautiful and emotive, it got great results too – doubling the number of legacy pledgers known to the charity.
- CDE project 10 section 4 part 4: the organisation’s culture, capacity and 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.
- CDE project 10 summary: legacies 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.
- Freedom from Torture: Legacy direct mail appeal Legacies are a source of essential income for charities. So, it’s wonderful to see a charity putting a huge amount of thought and effort into their legacy appeals. Freedom from Torture have been including the legacy conversation in more of their donor communications and this sincere, uncomplicated appeal secured great results.
- In lieu of flowers: how to write lively memorial donation thank-you letters 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.
- Is your donor a Spiderman, Batman or a Wonder Woman? Superheroes have a unique backstory that makes them who they are and shapes their narrative. But in fundraising, your donor has an ‘origin story’ too. Marina Jones believes that making an effort to learn more about your donor’s story can give you an insight into why they choose to give – and help you build supporter loyalty.
- Lifetime giving to lasting impact – connecting major donors and legacy fundraising Claire Routley looks at the intersection of major donor and legacy fundraising. Claire explores the fact that, for many high-value supporters, giving during their lifetime and leaving a gift in their will are not separate fundraising decisions.
- National Society for the Prevention of Cruelty to Children (NSPCC): Gifts in Wills brochure A gifts in wills brochure, produced by the National Society for the Prevention of Cruelty to Children (NSPCC), in full.
- Oxfam: ‘Stay in the Fight’ legacy campaign This super film from Oxfam marked their return to legacy marketing after a period focussing on other fundraising streams. Sinem Bilen-Onabanjo shares how the team carefully crafted one minute of moving and effective creative.
- Remember a Charity’s initial research into legacy giving Charities in the UK receive £2 billion per year, 13 per cent of all charitable donations, through gifts in wills. Research carried out this year by Remember a Charity showed that by asking the right questions this already massive amount could be increased by 67 per cent. Want to find out the questions? Of course you do so, go ahead, click here to see them on SOFII.
- Shelter: Give People Change legacy proposition and campaign In this case study you’ll discover how Shelter transformed their legacy fundraising and secured £1 million of pledges in just one year. Crucially, the charity began their campaign with a new and improved proposition for long-term donors.
- The Legacy Showcase – where fundraisers share inspiring campaigns SOFII knows that fundraisers like you understand the importance of legacy fundraising and are seeking new ideas to inform and inspire your work. Well look no further! The Legacy Showcase is a collection of short videos where fundraisers share their favourite legacy campaign and explain why they think it’s worthy of your admiration too.
- The Wizard of Oz – key advice for legacy fundraisers Join Chris Millward as he steps inside a classic film for take a walk along the ‘yellow brick road’. While doing so, he’ll take you on a journey towards legacy fundraising success.
- Why should you structure legacy fundraising content around pledger stories? When it comes to legacy fundraising, the research is clear. Effective legacy content should be structured around the stories of your living pledgers.
