Legacy fundraising on a shoestring

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Legacy fundraising on a shoestring

• Patrick Wise
• MInstF (Cert)

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CREDIT CRUNCH

• We could be in for a few tough years fundraising.

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A GOLDEN OPPORTUNITY

• A legacy is a wonderful way to give
  without giving cash now.

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NO TIME LIKE THE PRESENT

• Start legacy fundraising now.

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GOODBYE LIFE AS I KNEW IT

• I did not want to be a legacy person
• Estate accounts made my eyes glaze over
• I knew nothing about legacies
• Legal matters? Forget it!

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HELLO LEGACY MAN

• I discovered a new world
• Legacies are about LIFE
• It can be fun!
• New friends

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THE WILL OF RABELLAIS

• I have no available property. I owe a great
  deal.All the rest I leave to the poor.

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WHY DO LEGACY FUNDRAISING?

• Growing success for small charities
• The best income/cost ratio by far

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IS IT BAD TASTE TO ASK FOR LEGACIES?

• Not to ask for legacies is to deny your
  supporters a golden opportunity to support your
  work.

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NO BUDGET? NO TIME?

• Legacy fundraising can be done with very little
  money or time to spare.

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MAKE IT PART OF EVERY DAY

• Legacy fundraising can be made part of what you
  do every day.

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WHATS ON THE MENU?

• Effective Giving Menu
• Gift Aid
• Legacy-giving
• Payroll giving Give As You Earn

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DONT MENTION THE SUM!

• Talk about shares, percentages and portions
  rather than set sums.
• Ask for just 1.

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FOR EXAMPLE

• Add a legacy fundraising message to your email
  signature.

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FOR EXAMPLE

• Put a legacy fundraising message on the back of
  one-sided letters.

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FOR EXAMPLE

• Include legacy stories in as many of your
  newsletters as possible.

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FOR EXAMPLE

• Always add a commercial break to your public
  presentations.

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FOR EXAMPLE

• Look for special will-writing offers, such as
  WILL AID, and tell your supporters about
  them.

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FOR EXAMPLE

• Supply legacy stories for local media.

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FOR EXAMPLE

• Promote legacy giving when you get donations in
  memory.

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FOR EXAMPLE

• Have a link to your legacy page on your charity
  websites Home Page.

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SILVER SURFERS DO IT ON THE WORLD WIDE WEB

• More and more older people are discovering the
  joys of the Internet.
• Help them to find legacy-giving on your
  website.

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USE FREE RESOURCES

• Add links on your legacy Web pages to useful
  legacy sites, such as
• www.patrickwise.co.uk
• www.lawsociety.org.uk
• www.rememberacharity.org
• www.solicitorsfortheelderly.com

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GIVE EM A LAUGH ?

• Find humorous legacy stories and use them to
  illustrate how legacies can help meet your
  charitys needs.

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THERE WAS A FINE WOMAN FROM ESSEX

• All women pall bearers

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SOFT SELL

• Sell legacies gently all the time.

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LITTLE AND OFTEN

• No need to make a big thing of legacy-giving.
• Keep promoting it in a small way.
• Persist and dont give up.

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KEEP THE FAITH

• Lack of results in the early years means that
  legacy promotion requires faith.

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RESULTS WILL COME

• It may take a while, but if you dont give up,
  results will come in time.

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MRS RAY KROC

• 1.5 billion