Member Article

Is now the time for charities to restart legacy fundraising?

Understandably many charities have put on hold various elements of their fund raising activity, legacy fund raising, being one due to the sensitivities involved. However, as we enter a new phase of the coronavirus journey, one where a semblance of normality is emerging, a new study by fast.map reveals that consumers strongly agree that asking for gifts in a will is no longer inappropriate. In fact 58 per cent believe that charities should be reactivating this fund raising element. And with gifts in wills valued in the UK at around £3 billion a year many fund raisers will be keen to do so. Additionally, solicitor firms have seen a significant interest in the number of clients asking them to write Wills over the last couple of months.

However, these uncertain times has seen a nervousness amongst charities, with many of them unsure of how to raise the subject of gifts in Wills with their supporters, without causing offense.

It is a sensitive issue so here are five tips for legacy fund raising for a post-lock down campaign:

Choose your channel wisely Understanding the right method of message delivery is critical. This is a very sensitive issue and needs empathy and explanation. In this case direct mail provides an effective platform as consumers spend time with their mail – more so than with email, social media or broadcast channels meaning that charities can communicate complex information.

Understand the audience Targeting is critical. Asking someone to leave a gift in their will that has not supported the charity before could be a step too far. Regular donors are more likely to be open to gifting in their wills so use your supporter data to find the right people.

3. Stress the benefits Make people feel good. The past few months have been hard, however as lock down starts lifting positivity is beginning to emerge. Capitalize on this and make the communication personal. Demonstrate how the gift will ultimately serve as that person’s own legacy. Communicate your vision and what you are trying to achieve in the future and show how the donation will help make that a reality. 1.

1. 4. Address the barriers
2. The word legacy can be off putting. In fact research shows that the majority of people do not associate themselves with the word – a legacy is for someone with a high net worth. Therefore ground the campaign by making it more relatable using terms such as gifts in wills. Also people think of a legacy gift as having to be substantial – shatter these perceptions,

5. Explain the process Another reason that people do not leave gifts in their will is that they think it is complicated. Explain what information the person needs and how the charity may be able to help with the Will writing process. Often times it is easier than your supporter thinks.

This was posted in Bdaily's Members' News section by The Production Hub .