Legacy Fundraising
This year, around £1.8 billion will be left by donors to UK charitable causes and the proportion of people leaving money to charities is rising. Average values of charity legacies have recently been as high as £4,000 for cash sums and £30,000 for shares of estates. At the same time, legacy fundraising is probably the most cost effective way to raise money, with typical returns on investment of 50:1 - so are you making the most of the opportunity?
Although recently, with housing and stock market falls, the value of charity legacies may be falling and also taking longer to reach charities, because legacy fundraising is a long term activity, charities should not be deterred from seeking charity legacies now, as this will still pay great dividends in future, when the recession should be a thing of the past.
We know that many charities do not get round to legacy fundraising or are tempted to put it off, due to the need for more immediate funding. However, our advice is that it is never too soon to start your legacy campaign, bearing in mind the time lag between starting your legacy marketing and starting to see the results!
Legacy fundraising and marketing is a specialist area, with many pitfalls. Over the years, we have worked with numerous charities to develop their legacy campaigns and can help you with:
- Strategy development
- Identification of target audiences
- Campaign concept development
- Drafting of legacy materials
- Public Relations Support
- Implementation Support
- Training / mentoring
- Advice on recording systems
- Monitoring and evaluation of campaigns
Please call us today to see if we can help you with your legacy fundraising and marketing campaign. You can also read our legacy fundraising blog.
