Ten top tips for effective legacy fundraising

We must remember that with legacy fundraising we’re not talking about the mechanics of Will making and death. We’re asking people to think about the things they are passionate about in life, to help them continue them into the future.

For many people with children, the idea of leaving money to charity could be seen as somehow disinheriting your family. So it is really important to use ‘family first’ messaging when talking about legacy giving to overcome this barrier.

If we are going to encourage more people to leave charitable gifts in their Wills, legacy giving must be normalised. Overcoming the taboos and include legacies as part of your everyday conversation with supporters.

Think about the groups of people that are most likely to want to leave a gift to your cause in their Will. The more specific you can be, the better. Remember, legacy giving is not about your charity, it is all about the donor.

Think about your vision and what you are trying to achieve as an organisation. You are asking people to join you and leave a gift that will achieve something big in the future. Communicate your legacy message simply and clearly – in one sentence if possible.

Research from Remember a Charity shows that if you spend just 45 minutes talking to each of your donors they will actively consider leaving you a gift in their Will.

One of the inherent problems with legacy fundraising is that making a Will is something we love to put off.

Language is so important and something we need to use with care. Even the word ‘Legacy’ for example can be off putting to many people as it can be construed as something large and only for the rich.

Legacy fundraising is inherently difficult to measure. But that doesn’t mean we shouldn’t try.

The simplest piece of advice to help you raise more money from legacies is to treat your supporters well.

Find out more about our Consultancy Services and how we can help you.