Secure your legacy fundraising longevity through innovation, testing, & commitment.
Challenging the things have always been done can be a tough one for any fundraiser – but get it right and you might see results you didn’t think were possible. Results like tripling your legacy (gifts in wills) income, which is what happened when the team at The Fred Hollows Foundation embedded bequests across the entire donor journey.
The cornerstone of this success? Consistent and deliberate acquisition of new donors to fuel the whole donor pipeline and, in turn, new bequest prospects. This session will share the data and key metrics that guided the organisation’s acquisition strategy – and why new bequest prospects are so important within the context of the anticipated intergenerational transfer of wealth.
You’ll learn how a strong, multichannel acquisition programme – one that is grounded in innovation and continual testing – is the key to building a healthy and growing pipeline for future legacies, when implemented alongside new approaches.
The workshop will share examples of donor journeys that strengthen connection to the organisation’s work, laying the foundation for successful bequest conversations, and you will learn how the team nurtures and stewards potential and confirmed bequestors as well as tracks donor moves management over time.
Finally, the session will focus on the importance of influencing leadership, organisational buy-in, trust, and cross-team collaboration to create an integrated bequest marketing strategy across acquisition, digital, and retention to drive this success for your organisation.
Learning outcomes
- Understand how acquisition now drives long-term impact, from boosting retention to growing philanthropy and the legacy pipeline
- Discover how intentional engagement from the very first touchpoint builds deeper connection and nurtures your next generation of legacy supporters
- Explore ways to shift outdated perceptions of bequests, create strong internal advocates, and foster cross-team collaboration