Legacy 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.
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
Read moreSOFII stars: treasures of legacy marketing
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.
Trillium Gift of Life Network: ‘bucket list’
by SOFII
This is a great public awareness campaign with interactive use of social media and appropriate targeting.
Read moreNSPCC: Legacy-themed Garden of Magical Childhood
by Claire Routley
This garden was designed to demonstrate how gifts in supporters’ wills supported the NSPCC’s work. It is a beautiful and unique way to take visitors on a special journey through history.
Read more‘Behind the clock’ legacy marketing – if you aren’t doing it, perhaps you should be
by Eifron Hopper
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.
Read moreSandra Schmirler Foundation’s printed legacy guide: You’re In My Heart Forever’
by SOFII
A great legacy campaign from Canada; the Sandra Schmirler Foundation manages to tread that delicate balance between inspiring their supporters with stories about the lives of ordinary families and sharing why legacies are so important.
Read moreThe Darüşşafaka Society: a unique offer for special donors
by Gunes Yildirim
Darüşşafaka – meaning house of kindness – has provided full scholarships to orphans as well as clothing, accommodation, healthcare and food. But there’s also a lot we can learn about donor care, legacy and high value fundraising from the oldest NGO in Turkey.
Remember A Charity legacy awareness week 2014
by SOFII
Without legacies very many charitable organisations all over the world wouldn’t exist. Click here to see Remember A Charities ‘living legends’ explain their love of giving and why they have left a legacy to charity in their will.
Read moreRemember a Charity’s initial research into legacy giving
by SOFII
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.
Read moreLegacy of Hope newsletter and reply form, from Bread for the World, USA
by SOFII
This direct mail package enclosed a newsletter for the Bread for the World ‘Legacy of Hope’ giving society, which has raised millions of dollars in bequests to support the organisation’s work.
Read moreRSPCA: ‘home for life’ scheme
by Alex McDowell
A superb new service from the RSPCA that takes away the worries and concerns of their supporters, whilst increasing their legacy income considerably.
Read moreUniversity of Michigan, USA. Newsletter, plus reply form
by SOFII
We at SOFII also liked the simple graphic presentation of different giving plans that are shown in this newsletter (option 1, the maize plan and option 2, the blue plan). Donors don’t automatically understand the implications of their giving, particularly when there are tax advantages. If these can be simply rendered in graphic form, then donors will be encouraged and fundraisers will benefit.
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