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.

Greenpeace 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.

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Shelter: 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.

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Jewish Foundation of Manitoba: The Book of Life

by Kimberley MacKenzie

It’s hard to know how to start a conversation about legacies. But the Jewish Foundation of Manitoba nailed it! In the winning presentation from IWITOT: The Americas, Kimberley MacKenzie explains that instead of talking about death, the charity talks 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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20 years of collaborating to grow legacy giving

by Rob Cope

Two decades on from the launch of the first national legacy promotion consortium, Rob Cope, director of Remember A Charity, looks back and celebrates the charity sector’s drive to collaborate, share and exchange learning around legacy fundraising. 

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Why do people give? The legacy podcast with Richard Radcliffe

by Mark Phillips

In this conversation, expert legacy fundraiser Richard Radcliffe shares why people leave bequests and what changes he has noticed over the yearsparticularly as baby boomers have begun to seriously consider which charities they want to remember.

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Tutorial 57: stand in your donor’s shoes

by Jerry Huntsinger

Someone somewhere is waiting for your mail. She could be a legacy prospect. Have you excluded her from your mailing list because she gave so little last time – even though she’s been making donations for years?

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The secret of legacy giving is hidden in the life story of your best donors

by Ashley Rowthorn

As part of SOFII’s inspiration series, Legacy Voice’s Ashley Rowthorn shares memories of his grandfather. He explains how his story relates to the latest surprising and invigorating research into how donors leave money to charities in their wills.

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Legacies, they’re nowt to do with thee!*

by Ashley Rowthorn

If you want to create a great, inspirational legacy campaign, you need to get inside your donors’ heads.

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British Heart Foundation ‘Gift of Hope’ and ‘Give in Celebration’

by Joe Burnett

Find out how the British Heart Foundation completely reinvented their strategy for in memory giving. How? By providing a more involving experience for donors and making great use of new technology. A wonderful lesson for all fundraisers

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Ocean Conservancy ‘let us know’ pop-outs online draw engagement and uncover hidden bequests

by Joe Burnett

Environmental advocacy group Ocean Conservancy have created a smart and well-designed pop-up widget for their planned giving micro-site that encourages digital dialogue among website visitors to help uncover hidden legacy gifts and generate fundraising leads .

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SOFII stars: treasures of legacy marketing

NSPCC Ad

by SOFII

Our selection of SOFII stars this time centred on treasures of legacy marketing. Exhibits and articles include Greenpeace Sweden’s legacy commercials, a University of Oxford legacy brochure, the NSPCC’s approach to legacy training and Mal Warwick giving us the facts on legacy giving, amongst a wealth of ever essential reads.

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