Legacy and in memory fundraising
Whether you call them legacies, gifts in wills or bequests – asking a donor to remember your charity, with a gift that lives on beyond their lifetime, is a delicate yet important conversation. In this section we share inspiring examples of how charities have spoken to their donors about legacy and in-memoriam giving. If you have an innovative or successful campaign to share, please let us know.
Oxfam: ‘Stay in the Fight’ legacy campaign
by Sinem Bilen-Onabanjo
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.
Read moreMind: ‘Everlasting Forest’ digital memorial offers comfort and connection
by Faye Anderson
UK-based charity Mind have created a highly successful donor acquisition product and offered new in memory donors a special supporter experience with this online digital memorial microsite. Click to find out how they used insight to inform the creative and discover the fantastic results.
Read moreBarnardo’s: ‘Be More Gladys’ legacy television ad
by Gina Hollands
UK children’s charity Barnardo’s hoped to attract new legators with their first-ever television legacy ad campaign, Be More Gladys. This ad took a fresh, bold approach that is helping them stand out in a crowded market and reach new audiences.
Read moreNew study finds legacy giving has gained ground beyond boomer generation
by Remember A Charity
Legacy giving is one of the largest sources of voluntary income for UK charities, but what are the latest trends in legacy giving? These new findings from a long-running benchmarking study provide vital insights for fundraisers – simply click to learn more.
Read moreLegacy brochures from 90 years ago – what’s the same and what’s different to today?
by Marina Jones
This is a rare ‘legacy edition’ from our ever-growing fundraising history project. Marina Jones has uncovered some gems in The Salvation Army archive, two legacy brochures from the 1930s. In this article she looks at what’s stayed the same (Marina found ten things!), as well as what’s changed, when it comes to talking to donors about making a gift in their will.
Read moreBattersea Dogs and Cats Home: ‘Leaving a gift in your will’ TV ad
by Gina Hollands
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.
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The Legacy Showcase – where fundraisers share inspiring campaigns
by SOFII
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.
Read moreLegacy seeds
by John Lepp
‘The ‘past’ truly can be a part of a glorious future’ – John Lepp explains why sprinkling some legacy seeds in your donor communications can lay the groundwork for future success.
Read moreGreenpeace Canada: Coronavirus legacy campaign
by Tristan Woodford
How Greenpeace Canada used the pandemic crisis to get closer to their donors and start a conversation about the future.
Read moreShelter: Give People Change legacy proposition and campaign
by Joe Nicholson
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.
Read moreJewish Foundation of Manitoba: The Book of Life legacy programme
by Kimberley MacKenzie
It’s hard to know how to start a conversation about legacies. But the Jewish Foundation of Manitoba found the perfect way to do just that. In this case study, Kimberley MacKenzie explains that instead of talking about death, the charity chose to talk about life – through the stories of their donors.
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Should you enthusiastically promote legacy giving when people are dying?
by Claire Axelrad
Is it a good time to be asking your donors to leave a legacy? Claire Axelrad explores this difficult question and comes to some thought-provoking conclusions.
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