Legacy Fundraising Chat

Part 2 of my interview with Rose and Ben along with key take-aways and actions for your own legacy marketing plans.

If you’re not using the telephone as part of your legacy fundraising programme, then this one's for you.

We know that legacies is a specialism so should you also look for an expert to write copy for your legacy materials? Listen to find out.

If you haven’t yet created a system on linking with your legacy charity administration or management with your legacy marketing, this is a must listen.  

Do you need some support with your Legacy plans?  Here are some of the ways that I can help:

✍️ Write or review your current Legacy fundraising strategy 

📢 Set up your first Telephone Legacy campaign and manage it for you

📝Legacy Marketing Events Planning

📞Coaching sessions providing guidance for your Legacy activities

🚅In-house Legacy Training across your Charity (including staff toolkits and developed a bespoke E-learning module)

📈Interim in-house Legacy Marketing Support

📰Create your Legacy Marketing Materials

🧓Collect Legacy Case Studies and a planner on how to use them in your marketing

Do you know how to impress your Board to get the legacy marketing spend you need?  Listen to find out what they want to hear.

Here’s a link to the tool that will help you

https://smeeandford.com/legacy-analysis-portal/

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Do you need some support with your Legacy plans?  Here are some of the ways that I can help:

✍️ Write or review your current Legacy fundraising strategy 

📢 Set up your first Telephone Legacy campaign and manage it for you

📝Legacy Marketing Events Planning

📞Coaching sessions providing guidance for your Legacy activities

🚅In-house Legacy Training across your Charity (including staff toolkits and developed a bespoke E-learning module)

📈Interim in-house Legacy Marketing Support

📰Create your Legacy Marketing Materials

🧓Collect Legacy Case Studies and a planner on how to use them in your marketing

I run through the approximate costs for legacy marketing activity, for you to decide what you want to include in your programme

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Do you need some support with your Legacy plans?  Here are some of the ways that I can help:

✍️ Write or review your current Legacy fundraising strategy 

📢 Set up your first Telephone Legacy campaign and manage it for you

📝Legacy Marketing Events Planning

📞Coaching sessions providing guidance for your Legacy activities

🚅In-house Legacy Training across your Charity (including staff toolkits and developed a bespoke E-learning module)

📈Interim in-house Legacy Marketing Support

📰Create your Legacy Marketing Materials

🧓Collect Legacy Case Studies and a planner on how to use them in your marketing

Part 2 of my interview, do listen back to Episode 39 first

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Do you need some support with your Legacy plans?  Here are some of the ways that I can help:

✍️ Write or review your current Legacy fundraising strategy 

📢 Set up your first Telephone Legacy campaign and manage it for you

📝Legacy Marketing Events Planning

📞Coaching sessions providing guidance for your Legacy activities

🚅In-house Legacy Training across your Charity (including staff toolkits and developed a bespoke E-learning module)

📈Interim in-house Legacy Marketing Support

📰Create your Legacy Marketing Materials

🧓Collect Legacy Case Studies and a planner on how to use them in your marketing

Part 2 to my interview with the Vegan Society

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Do you need some support with your Legacy plans?  Here are some of the ways that I can help:

✍️ Write or review your current Legacy fundraising strategy 

📢 Set up your first Telephone Legacy campaign and manage it for you

📝Legacy Marketing Events Planning

📞Coaching sessions providing guidance for your Legacy activities

🚅In-house Legacy Training across your Charity (including staff toolkits and developed a bespoke E-learning module)

📈Interim in-house Legacy Marketing Support

📰Create your Legacy Marketing Materials

🧓Collect Legacy Case Studies and a planner on how to use them in your marketing

Pledger stories are gold for your legacy marketing.  Let’s face it, if they have gone public with telling people your organisation is in their Will, the chances of you being taken out is minuscule.

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Do you need some support with your Legacy plans?  Here are some of the ways that I can help:

✍️ Write or review your current Legacy fundraising strategy 

📢 Set up your first Telephone Legacy campaign and manage it for you

📝Legacy Marketing Events Planning

📞Coaching sessions providing guidance for your Legacy activities

🚅In-house Legacy Training across your Charity (including staff toolkits and developed a bespoke E-learning module)

📈Interim in-house Legacy Marketing Support

📰Create your Legacy Marketing Materials

🧓Collect Legacy Case Studies and a planner on how to use them in your marketing

Pledgers are hugely valuable to you.  They can take your charity out of their Will so to keep your charity in front of their mind, you’ll want to know what’s going on inside their mind so you can respond to that accordingly.

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Do you need some support with your Legacy plans?  Here are some of the ways that I can help:

✍️ Write or review your current Legacy fundraising strategy 

📢 Set up your first Telephone Legacy campaign and manage it for you

📝Legacy Marketing Events Planning

📞Coaching sessions providing guidance for your Legacy activities

🚅In-house Legacy Training across your Charity (including staff toolkits and developed a bespoke E-learning module)

📈Interim in-house Legacy Marketing Support

📰Create your Legacy Marketing Materials

🧓Collect Legacy Case Studies and a planner on how to use them in your marketing

Learn how celebrating your wins and recognising why your setbacks happened can make you a better legacy fundraiser.  This one is a must if you never celebrate your successes in a public way.

Is it worth spending the time personalising your messaging to individual donors?  Does it even work? This episode explores the why, how and when to personalise your legacy donor communications.

Imagine if you could get inside the mind of a donor. You’d know exactly what drives them to give.

My guest does just that. Dr Russell James has revolutionised the way charities globally approach marketing. Using the latest scientific technology, Dr. James researches brain activity in fundraising prospects to find out why and what makes donors give.

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Do you need some support with your Legacy plans?  Here are some of the ways that I can help:

✍️ Write or review your current Legacy fundraising strategy

📢 Set up your first Telephone Legacy campaign and manage it for you

📝Legacy Marketing Events Planning

📞Coaching sessions providing guidance for your Legacy activities

🚅In-house Legacy Training across your Charity (including staff toolkits and developed a bespoke E-learning module)

📈Interim in-house Legacy Marketing Support

📰Create your Legacy Marketing Materials

🧓Collect Legacy Case Studies and a planner on how to use them in your marketing

How shining a light on legacies within your organisation can help you to get buy-in from across your charity and stop you feeling like a legacy lone ranger. Covering everything from when and how to create these legacy moments.

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Do you need some support with your Legacy plans?  Here are some of the ways that I can help:

✍️  Write or review your current Legacy fundraising strategy

📢  Set up your first Telephone Legacy campaign and manage it for you

📝 Legacy Marketing Events Planning

📞 Coaching sessions providing guidance for your Legacy activities

🚅 In-house Legacy Training across your Charity (including staff toolkits and developed a bespoke E-learning module)

📈 Interim in-house Legacy Marketing Support

📰 Create your Legacy Marketing Materials

🧓 Collect Legacy Case Studies and a planner on how to use them in your marketing

Wondering when the best time is to run a legacy campaign?  Listen to my discussion with fellow Legacy Fundraising Consultancy experts, Ashley and Claire from Legacy Voice to find out.

Read Ashley and Claire’s impressive bio’s here: 

You genuinely care about how your supporters feel. So I know you want to approach a legacy conversation with sensitivity and with ease. But how do you have a legacy conversation with a supporter without the awkwardness? Listen to a formulaic approach which is likely to help you in any situation.

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Do you need some support with your Legacy plans?  Here are some of the ways that I can help:

✍️ Write or review your current Legacy strategy

📢 Set up your first Telephone Legacy campaign and run it for you

📝 Legacy Events Planning

📞 Coaching sessions providing guidance for your Legacy activities

🚅 In-house Legacy Training across your Charity (including staff toolkits and E-learning module)

📈 Interim Legacy Marketing Support

📰 Create your Legacy Marketing Materials

🧓 Collect Legacy Case Studies and ideas on how to use them in your marketing

Imagine if you could overcome your fear and become the confident legacy fundraiser you were always destined to be.  In this episode I uncover the dark side of being a legacy fundraiser, that is never talked about, but is fundamental in your role.

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Do you need some support with your Legacy plans?  Here are some of the ways that I can help:

✍️ Write or review your current Legacy strategy

📢 Set up your first Telephone Legacy campaign and run it for you

📝 Legacy Events Planning

📞 Coaching sessions providing guidance for your Legacy activities

🚅 In-house Legacy Training across your Charity (including staff toolkits and E-learning module)

📈 Interim Legacy Marketing Support

📰 Create your Legacy Marketing Materials

🧓 Collect Legacy Case Studies and ideas on how to use them in your marketing

Think your charity is too small and under-resourced to develop a legacy strategy?  Then listen to how a Board of Trustees from a volunteer - led Charity started a legacy programme.  With some help and guidance from me.

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Do you need some support with your Legacy plans?  Here are some of the ways that I can help:

✍️ Write or review your current Legacy strategy

📢 Set up your first Telephone Legacy campaign and run it for you

📝 Legacy Events Planning

📞 Coaching sessions providing guidance for your Legacy activities

🚅 In-house Legacy Training across your Charity (including staff toolkits and E-learning module)

📈 Interim Legacy Marketing Support

📰 Create your Legacy Marketing Materials

🧓 Collect Legacy Case Studies and ideas on how to use them in your marketing

Did you know that when done well, events are one of the channels with the highest Legacy enquirer conversion rates? Unsure whether in-person or virtual is right for your Charity?  This episode helps you to decide.  Also a must listen if you have never organised a Legacy event.

We all need a little help from our colleagues to achieve our Legacy marketing ambitions. Knowing who, how and when to approach is key to building and nurturing these in-house relationships that are often the key to talking to your best Legacy prospects.

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Do you need some support with your Legacy plans?  Here are some of the ways that I can help:

✍️ Write or review your current Legacy strategy

📢 Set up your first Telephone Legacy campaign and run it for you

📝 Legacy Events Planning

📞 Coaching sessions providing guidance for your Legacy activities

🚅 In-house Legacy Training across your Charity (including staff toolkits and E-learning module)

📈 Interim Legacy Marketing Support

📰 Create your Legacy Marketing Materials

🧓 Collect Legacy Case Studies and ideas on how to use them in your marketing

I worked with Barrie Hodge and his team to develop their first legacy strategy.  Listen to find out why they decided now was the time to have these conversations with their supporter base and how they discovered that their former beneficiaries could be your best legacy prospects.

Grab a pen and paper or something you can type into whilst I talk you through the essential 5 stages that I go through when devising a legacy strategy.

To look at sector-wide Legacy Market updates and evidence to support your strategy, visit https://www.legacyforesight.co.uk/archive

Getting overwhelmed with ideas of what legacy marketing materials to produce? and do any of them work anyway? In this episode I’m covering all the types of legacy fundraising materials that you could produce and help you decide if there is just one thing that you have budget for, what that one legacy marketing piece be.

Unsure whether offering a Free Wills Service to your audiences is right for you?  And should you be offering an online service over a face to face solicitor offer? Listen to this episode to help you make that decision.

Some additional links

Knowing what might be holding your Charity Trustee Board back from giving legacy fundraising the attention that it deserves, will help you to get them on Board.

In this episode I cover everything that I have discovered from working with several Charity Boards.  Including what they need to know and hear to ensure they invest in a legacy programme for the future and sustainability of the Charity.

Did you know that there are certain life stages when people write or update their Will?

Listen to find out what life changes motivate someone to update their Will and how this could influence your legacy marketing.

Not already following? I would love it if you could and share so together we can make Legacy fundraising easier for more charities.

Do you know what to do when someone tells you they’ve included your charity in their Will?

Many charities simply remove legacy pledgers from receiving any further comms in fear that the pledger might change their mind. But, what if you actually knew what your pledgers wanted?

This is the episode where the mystery of how to steward pledgers is uncovered and do they want to be stewarded anyway?  Listen to find out.

Not already following?  I would love it if you could and share so together we can make Legacy fundraising easier for more charities.

Time critical episode listen by 29th July to join!

An opportunity to get involved in a Free Wills Legacy campaign this September brought to you by Guardian Angel.  They’re offering various packages with co-branded materials to promote across all your channels.  Something for charities of all sizes.

For more information about the different paid packages contact Katie at katie@guardianangel.network

You can read about the the origins of Guardian Angel through the Founder’s story, Sam here:

You might say, well it’s obvious what the charity is getting when someone chooses to leave a gift in their Will.

However my experience of delivering Legacy training is that there are often a few surprises here.

It makes sense that we all understand the fundamentals of what you are trying to achieve (and could) and what the donor gets from supporting in this way.

Another reason I am covering this in an episode is because it’s not uncommon for fundraisers not to ask for Legacies because they feel they are doing all the taking. When actually there are aspects about leaving a Legacy that is equally beneficial to the donor.

I had the pleasure of mentoring Sarah Beaumont, Development Officer, at Royal Museums Greenwich in 2020 when she was totally new to Legacies.

At the time Sarah was spinning digital, commemorative, regular giving and legacy fundraising  plates (that was quite a juggling act) so when she reached out for support, I was delighted to be able to help.

During the initial 6 months, we explored her challenges with Legacy fundraising were and her her upcoming goals. We were able to come up with an action plan so Sarah had a clear vision of what she needed to do to be confident and proficient in promoting Legacies.

And well, I have been wowed by what she has been able to do.

Learn how Sarah got some very successful Legacy campaigns underway, received lots of interest from supporters wanting to leave a legacy as well as securing new pledgers.  All by staying focused and consistent.

In the episode Sarah mentions 6 Legacy videos that she created and they can be found here: