The decision to make a legacy gift is highly meaningful for donors. And it can be transformational for organizations.
Whether you’re just getting started with your legacy program, or refining your approach, you want to make sure you’re engaging as many of your supporters as possible in considering a legacy gift.
These seven steps will help you strengthen your legacy donor outreach and increase future gifts.
ONE – Catalogue Your Donor Communication Channels
Inventory all the communication channels you currently use to reach your supporters — website, email, social media, direct mail, newsletters, donor events, etc. Count everything! Understanding where you are already engaging donors will help you identify where legacy messaging can be better integrated.
TWO – Identify Opportunities to Integrate Legacy Messaging
Choose three channels where you see the most potential for increasing legacy messaging. This might mean adding a legacy giving mention to your email footer, featuring a legacy donor story in your newsletter, or more prominently including legacy giving into your website’s menu.
THREE – Determine Your Legacy Key Message
Every legacy touchpoint should have a unifying, clear message that motivates potential legacy donors. Create a key message that emphasizes impact, demonstrates shared values, and speaks to your vision for the future.
FOUR – Ensure Your Entire Team is Prepared for Legacy Enquiries
Legacy giving enquiries can come through various channels — phone calls, emails, events, or even casual conversations. Make sure your colleagues and volunteers know how to recognize these opportunities and who to direct enquiries to. No potential legacy donor should slip through the cracks.
FIVE – Test Your Technology
Technical issues can lead to upset donors and lost opportunities. Ensure your legacy giving email address is active and directed to the right person. Test your web forms, and confirm that any automation or response systems are working correctly.
SIX – Implement, and Measure Your Results
Implement your three chosen strategies. Monitor the relevant KPIs, because, what gets measured gets improved. Track response rates, enquiries, website traffic to legacy giving pages, number of new legacy commitments, etc. Use this data to refine and improve donor outreach.
SEVEN – Set Stretch Goals
Once you’ve strengthened your core efforts, look for new opportunities to integrate legacy messaging. Set three new goals to push your program forward. Launch a legacy survey, host a webinar, or add a legacy story to your annual report for instance.
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Aimée Lindenberger is a Senior Consultant with Global Philanthropic Canada and a gifted writer and speaker. She authored How to Talk About Legacy Giving and has over 20 years of marketing and communications experience, a tender heart, an insightful mind, and a drive to make meaningful connections with supporters in every organization she collaborates with. As one of the first in the world to complete a certificate in Philanthropic Psychology, she shares new approaches with charities across Canada — from the largest national organizations to local non-profits — helping them engage their supporters more deeply, particularly in legacy giving, which is her passion. She has assisted many organizations across Canada to raise funds including United Way British Columbia, Plan International Canada, VGH + UBC Hospital Foundation, Heart & Stroke Foundation Canada, WWF-Canada and The Salvation Army.
