Integrating Storytelling in your Legacy Pipeline

Tapping into cultural moments to achieve greater impact.

The success of any legacy programme relies on good prospects, inspiring stories, and a strategic approach to moving donors. Without a thoughtful and strategic approach to connecting emotionally with your donors, you may find yourself them disengaged.

Storytelling can help you build those critical connections, but what stories should be used at each stage of the pipeline to inspire, engage, and excite donors to continue on this journey with you?

Using evidenced-based research and case studies, this session will show you how to craft powerful, effective stories for every stage of your legacy pipeline. You will leave inspired and excited to engage with donors in a more meaningful way.

Learning outcomes

  • Understand storytelling can activate different decision systems in the donor’s mind at each stage of the legacy pipeline
  • Learn to distinguish between the different types of stories that can trigger action to move your donor forwards
  • Get clarity on which communication vehicles are most effective at each stage of the legacy pipeline


Ligia Peña
Executive Director, Chapel & York Canada Foundation
Stephanie Allen
Global Fundraising Manager (Individual Giving), UNICEF