This information can be obtained from Smee & Ford's Enhanced Legacy Analysis Portal and is backdated to 2014).
What are your average values across the different types of legacies? What is the average over two/five/10 years? This information will help you with legacy forecasting, as well as legator profiling. Starting with your own legacy data, work out the typical profile of people who have left your charity a gift in their Will over the last 12 months.Īre they primarily male or female, or is it an even split? How old are individuals when they leave a gift to your charity? Where do they live? How long is it between them writing their Will and you receiving the legacy? Next, look at your financial data. Whether it’s a simple spreadsheet or an intricate database, you should have some system of CRM in place to help you manage and maximise all your fundraising relationships – including legacy prospects. Keep a list of lapsed donors, don't dismiss them – they may have stopped giving due to their financial circumstances, but might respond well if offered a different proposition - one that does not involve such an immediate financial commitment such as leaving a gift to your charity in their Will. Use your legacy data to identify areas that can potentially be targeted (you can access all your legacy data from Smee & Ford's Enhanced Legacy Analysis Portal). Ensure your legacy team is visible and accessible so that those without specialist knowledge are clear on who to signpost interest to. Everyone in your organisation should understand how important gifts in Wills are in enabling you to carry out your work, and that they all have a part to play in helping promote this method of giving. Appointing a ‘legacy champion’ among your trustees will help encourage everyone to get on board with legacy messages. Once you’ve got senior-level buy-in, you can then start to build a ‘legacy culture’ throughout your organisation. Be sure to include facts and figures about legacies, this will help get your chief executive, trustees and other senior staff on board. Explain to them the importance of gifts in Wills to your organisation.
Before you can run a legacy marketing campaign, it's vital to get leadership buy-in and their support in promoting legacies across the whole organisation.
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