Many charities don’t know how to go about promoting legacies as a form of giving, whether from having that initial conversation with a supporter to making it a part of their existing marketing campaign. But it’s important that they learn.
Legacies, or gifts in Wills, raise a staggering £2bn every year for UK charities and they are continuously increasing year after year, so get your legacy fundraising in place and make sure its effective with these 7 simple tips.
1) Target the right audience
Only when you identify who you are talking to, can you tailor your message and make the impact that you want. So, who are the groups of people that are most likely to leave a legacy? What are their motivations for wanting to leave a legacy? What are the best methods of communicating with them?
2) Know your purpose and tell a story
Think about your own missions and the overall purpose of your charity – how will a legacy make a difference and help you achieve this? When asking for legacies, you need to show people your vision so that they want to feel a part of it, like their gift will make a difference even after they are gone.
Charity Tip: a simple and clear message is best, so try and keep it to one sentence.
3) Use the right language
Always think about how your message can be received before putting it out there. For example, the word ‘Legacy’ can add an extra sense of importance to words like ‘gifts’ and ‘donations’ but may put some people off as it gives the impression that they have to do something big. When crafting your message, also bear in mind that when people think of their Wills and Legacies, they first think of family. Make sure to communicate that family comes first, that they can help your charity after providing for their loved ones.
4) Drip the message into your marketing
Legacy giving only seems strange to some charities because it’s not communicated nearly as much as other forms of donations. By dripping legacy giving into your existing marketing campaign, you can overcome the taboos and encourage more people to give in this way. From your everyday conversations to promoting it in your newsletters and social media posts, you can spread the word and give your supporters more options.
5) Always opt for a conversation
How are you going to encourage people to leave a Legacy in their will if you can’t even talk about it yourself? It’s important to remember that a Legacy symbolises someone’s life, their values and their experiences. Therefore, when you talk about it, try to spend some time getting to know the person and what they are passionate about in life. That way you can try and help them see what difference they can make in the future.
6) Make it as easy as possible for people to give to you
As with anything in life, people take the path of least resistance, so the easier you make donating, the more people will donate. When this comes to legacy giving, you need to make it as easy as possible for people to make a Will and leave you a legacy. To do this, you need a high-quality website which can be easily navigated, downloadable legacy resources (such as brochures or guides) and a solid foundation of support to do this (make it easy for them to contact you).
7) Look after your supporters
When talking about people’s lives, families and legacies, it’s essential that you make your supporters feel cared for. Everyone likes to feel valued and the warmer your supporters feel about you, the longer your relationship will last and the more likely they will consider leaving you a legacy.