Legacy fundraising has been getting a lot of attention recently, and one statistic in particular caught our eye: 37% of voluntary income comes from gifts in wills, yet only 15% of fundraising spend is directed towards legacy.
It raises an interesting question about how much we invest in finding the legacy supporters of the future.
A legacy decision is likely to have a long journey behind it. People need to know the charity, understand its work, feel connected to the cause and begin to see themselves as someone who might one day leave a gift.
Awareness creates engagement. Engagement gives charities the opportunity to nurture relationships, and over time those relationships can lead to action.
This thinking is behind the Collaborative Legacy Mailing from The Production Hub and PDV, which is now moving into its second round.
The concept brings five non-competing charities together to share the cost of reaching completely new audiences and starting legacy conversations earlier. Our first collaborative campaign reached 100,000 people and generated 433 requests for will guides.
Those responses are valuable in their own right. They also represent a new group of people with the potential to become tomorrow’s legacy supporters, giving charities the opportunity to develop those relationships over time.
Perhaps one of the most useful questions we can ask is: who might become a legacy supporter if we start the conversation with them today?
Round Two of our Collaborative Legacy Mailing is now open. If your charity would like to reach new potential legacy supporters and start building those relationships, get in touch to find out how to take part!
