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.

Legacy 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 more

RSPCA: ‘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 more

University 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.

Read more

NSPCC’s supporter care gifts in wills ‘mind map’

by Marie Burnett

This innovation from NSPCC - the mind map - could raise £1,000,000 in legacies.

Read more

Voices for Justice newsletter, from Human Rights Watch, USA

by SOFII

This package is an excellent example of a legacy society newsletter, with its special focus on the mission-based activities that constitute true donor motivation.

Read more

Living Legacy Society newsletter, from the Union of Concerned Scientists, USA

by SOFII

This newsletter represents the culmination of nearly a decade of successful direct marketing efforts by Mal Warwick Associates and the staff of the Union of Concerned Scientists. 

Read more

Surveying the legacy landscape: why we’re doing it and why we need you

by Natasha van Bentum

What do senior fundraisers in Madrid, Winnipeg, Wyoming, Geneva, Singapore, Manchester, Calgary, Dublin and Hamburg have in common?

Read more

Just the facts on legacy giving

by Mal Warwick

Rumour has it that legacy gifts account for as much as one-third of the philanthropic income of charities in the UK, or at least of the largest ones. Whether or not that’s an accurate estimate, it’s clear to all observers that legacies account for a far larger share of charitable revenue in the British Isles than they do elsewhere.

Read more

Gifts in wills and the NSPCC brochure

by SOFII

NSPCC brochure in full.

Read more

Five ‘must dos’ of bequest fundraising

by Fiona McPhee

In this helpful breakdown of how to set out a legacy fundraising strategy, Fiona insists that it is not just the big brand charities that have the potential to develop a significant legacy income and provides step-by-step advice on how to increase legacy-gifts for your organisation.

Read more

Hilda’s suitcase: when’s the right time to discuss leaving a legacy?

by Norma Cameron

Step into SOFII’s archive to explore more insights on legacy giving. We think you’ll love this charming and personal story from Norma Cameron, in Canada, who learned a very important lesson about gift planning from her mum.

Read more

Change can take us by surprise

by Andrew Papworth

Understanding the changes that could influence how your donors view your legacy marketing is extremely important says Andrew Papworth.

Read more