Legacy insights from Legacy Roundtable 8
Turning Warm Supporters into Legacy Supporters
This article is a companion piece to Episode 8 of The Legacy Roundtable. In this session, our expert panel explored the strategies and approaches for converting warm supporters into legacy supporters.
The full episode can be listened to below.
Guests:
Jenny Kronbergs (UNICEF UK)
Richard Hill (Legacy Foresight)
Alexis Fairclough (Bequeathed)
Helen Smith (Cancer Research UK)
Eight Key Takeaways
1. Engage Warm Supporters with Legacy Messaging
“Someone who receives a communication from a charity asking for a legacy gift is 17 times more likely to leave one than someone who has not been asked.”
Warm supporters already trust the charity, making them more receptive to legacy giving. It’s essential to integrate legacy messaging into existing communications to ensure supporters are aware of this giving opportunity.
2. Overcome Internal Resistance to Legacy Promotion
“There can be a fear among fundraising colleagues that legacy asks might reduce other donations, but studies show that lifetime giving actually increases by 77% after making a legacy pledge.”
A key challenge is persuading internal teams that legacy promotion won’t negatively impact regular donations. Sharing sector research and internal case studies can help address these concerns and foster internal buy-in.
3. Craft Effective Legacy Communications
“The five key elements of an effective legacy pack are Implementation, Impact, Inspiration, Integrity, and Information.”
Richard Hill’s research at Legacy Foresight identified five critical elements for legacy packs. Ensuring materials are visually engaging, personalised, and accessible improves their effectiveness in encouraging legacy pledges.
4. Actively Promote Free Will Services
“A free, trustworthy online will service can remove key barriers like cost and convenience, making it easier for supporters to take the next step.”
Free will services provide a low-friction way for supporters to create a will, increasing the likelihood of a legacy gift. Charities should integrate these services into existing supporter journeys and actively promote them through multiple channels.
5. Leverage Staff and Volunteers as Legacy Advocates
“Staff and volunteers are deeply connected to the charity’s mission and can be key voices in promoting legacies.”
Charities can engage their own staff and volunteers with legacy giving, both as potential pledgers and as advocates who normalise the conversation within the organisation and with supporters.
6. Use Corporate Partnerships to Expand Reach
“Corporate partners can introduce free will services to employees, embedding legacy giving into company wellbeing initiatives.”
Companies with strong CSR commitments may welcome the opportunity to offer free will services to their employees. This benefits both the charity and the corporate partner, while expanding the reach of legacy campaigns.
7. Integrate Legacy Messaging into Everyday Interactions
“Supporters need between 11 to 13 meaningful touchpoints before seriously considering a legacy gift.”
Ensuring that legacy giving is naturally embedded in existing communications, from newsletters to website content, increases awareness without making supporters feel pressured.
8. Tailor Strategies for Different Audiences
“Loyalty is a stronger predictor of legacy giving than donation size.”
Segmenting warm audiences based on their level of engagement rather than their financial contributions allows charities to prioritise the best prospects for legacy conversations.