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Legacy Marketing Programmes
Communicate with people
sensitively and appropriately to persuade them to leave you legacies.
Research the legacy income the organisation may have already received.
Advise on patterns of legacy giving for your type of charity and its
location. Write and produce effective legacy materials. Understand your
audiences - cold & warm prospects, requesters, intenders and pledgers -
and how to carefully approach each type.
Advise on the linkages
between legacy administration and legacy marketing. Show how tours can
make a difference. Ask your trustees to considering starting a ‘Legacy
Circle’. Review your general publications, newsletters and website for
legacy marketing opportunities. Train some people for one-on-one legacy
visiting.
Do all this in an
appropriate and sensitive way. Legacy Marketing is a specialist topic and needs to be undertaken very carefully. We have particular expertise with legacies (in 1997 Paddy won a national Award for Excellence in Fundraising from the Fundraising Institute of Australia for the Royal Melbourne Hospital’s Legacy Marketing Strategy where he was Director of Public Affairs at the time). The competition for charitable legacies is getting greater. Legacy marketing is the most cost-effective fundraising you can do with many charities spending only 3-5% of their budget on legacy marketing and achieving 30-60% of their income from this one source.
Institute
of Cancer Research
“Your
legacy Marketing Strategy has been fully accepted by everyone concerned
including the trustees and we’re very grateful for your input in terms
of hard work and expertise.
It’s exactly what we needed to inject a little fresh enthusiasm
into the Legacy section – and indeed, into the Fundraising Department
as a whole. We’re confident that we can now substantially build on our
present legacy income of £4 million per annum” Royal National College for the Blind, Hereford "While Paddy has been here advising and supporting us on our capital appeal, he also advised us on how to put together a legacy marketing campaign. This included helping us with our legacy materials - his insight and support have led to our excellent legacy leaflet and brochure and our overall strategy on how to increase our legacy income. Thanks for your help Paddy and also for the sensitive way that you have worked with us on this aspect of our fundraising."
ACE
Centre, Oxford
“Paddy
helped us put together a Legacy Marketing Programme and advised us on
how to implement it.
This is the first time we have entered the world of legacies and
are very pleased with his advice and service”
Sailors’
Families’ Society
“We
have just appointed Paddy as our fundraising consultant.
After only five days of consultancy we already have a superb
Legacy Marketing Strategy and are steaming ahead towards a more
comprehensive holistic Fundraising Strategy before we tackle the
challenge of our capital appeal. His guidance seems both expert and,
just as important, relevant for our organisation.” |
