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.
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.
Read moreWhy do people give? The legacy podcast with Richard Radcliffe
by Mark Phillips
In this conversation, experienced legacy fundraiser Richard Radcliffe shares why people leave bequests and what changes he has noticed over the years, particularly as baby boomers have begun to seriously consider which charities they want to remember.
Read moreTutorial 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?
Read moreThe secret of legacy giving is hidden in the life story of your best donors
by Ashley Rowthorn
Ashley Rowthorn shares memories of his grandfather and explains how his story relates to research into how and why donors leave money to charities in their wills. If you are working in legacy fundraising, be sure to take a look!
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.
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.
