Every year gifts in wills raise over £3 billion for the charity sector. We know how vital these special gifts are and the impact they can have. We also know that nailing your legacy marketing can safeguard and increase your income for years to come. We’ve put together a beginners guide to help give your legacy fundraising a boost.
Legacy marketing is all about the long game. The leads and pledges you receive today won’t come into effect for possibly 5 - 20 years. However, that doesn’t mean it’s not important. Over the next 30 years, £5.5 trillion is set to be passed down to the next generation, which is a huge opportunity for charities across the UK. So if you want to benefit and increase your income in the future, you need to be investing in your legacy marketing today.
Behind every successful legacy marketing campaign is a dedicated strategy. Before you dive into the world of legacy fundraising, it’s important to take a step back and check out the bigger picture. You can do this by:
We recently held a webinar on this very subject with RNID who talked about how they developed their strategy. You can watch it back through our online community here.
Legacy fundraising is not about the hard ask. You need to make sure your audiences are aware about the difference a legacy makes and why it’s important to the future of your charity, then follow it up with a clear call to action. There are different ways you can do this, such as:
You can find out more about call to actions through our online community, here.
Legacy marketing campaigns come in all shapes and sizes depending on your capacity and budgets. A good place to start is drip feeding the legacy message through communications that are already being sent out to spread awareness, which saves you time and money.
Once you have your feet firmly in the legacy marketing ground, you can look at a dedicated campaign. There are lots to consider here including the:
Find out more about how you can launch a legacy marketing campaign here.
Sometimes to get started with legacy fundraising you need to get approval from above. And unfortunately many teams are still reluctant to talk and invest time and resource into legacy giving. So what can you do to overcome this?
We held a webinar with our charity partner RHS who talked about how they ran a free will campaign for staff and volunteers, watch it back through our online community here.
To help you continue to learn and grow your legacy marketing, we’ve created an online community just for you. Join Leg up for Legacies Community for free today, where you’ll find a treasure trove of toolkits, knowledge and learnings on all things legacy marketing.
There are lots of other opportunities out there you can tap into: