Legacy insights from Legacy Roundtable 15
This episode explores innovative approaches to legacy fundraising, from flipping the donor journey to leveraging pop culture moments for engagement.
This article summarises key insights from Episode 15 of the Legacy Roundtable, which focused on ‘Doing Things Differently’ in legacy fundraising.
The full episode can be listened to below.
Our guests:
Clare Sweeney, Fundraising Consultant, Keepace Consults
Lauren Jones, Key Relationship Marketing Officer, Greenpeace
Eight Key Takeaways:
1. A ‘Legacy First’ Approach Can Shift Fundraising Dynamics
“Asking for a legacy first is a way to empower donors and create a deeper sense of commitment.” – Clare Sweeney
Traditional fundraising models position legacy giving as a final stage after years of engagement. Clare Sweeney argues that flipping this model and introducing legacy giving at the outset can be effective, particularly for charities with strong missions that resonate with supporters.
Legacy-first approaches have been successful in smaller organisations and those reliant on grant funding. This model allows service users, even those without significant assets, to contribute in meaningful ways, fostering a stronger connection to the cause.
2. Internal Buy-In is Key to Legacy Fundraising Success
“If you don’t ask, you won’t receive. Legacy giving represents over £3.2 billion annually in the UK.” – Clare Sweeney
Getting organisational support for legacy fundraising can be a challenge, especially when ROI is difficult to demonstrate in the short term. Clare emphasised the importance of educating internal teams on the long-term impact of legacies and integrating fundraising into all aspects of an organisation.
Framing legacy gifts as an essential, sustainable income stream rather than an afterthought helps secure internal buy-in. Charities that involve service teams in conversations about legacies often see increased engagement from donors.
3. Rapid Response to Pop Culture Can Boost Legacy Awareness
“We saw a Google Alert and knew we had to act quickly.” – Lauren Jones
When a Greenpeace legacy was mentioned in the TV show Succession, Greenpeace quickly seized the opportunity. Within 48 hours, they launched a social media campaign, engaged in a playful exchange with the show’s cast, and published an article titled ‘So, You Want to Sue Greenpeace?’.
This responsive marketing approach resulted in Greenpeace’s most-viewed article of the quarter and increased engagement across platforms. It highlights the value of being agile and leveraging pop culture moments to engage new audiences with legacy messaging.
4. The Role of Humour in Legacy Messaging
“Legacy fundraising doesn’t have to be sombre – it can be engaging and even humorous.” – Lauren Jones
While legacy fundraising often deals with sensitive topics, humour can make the subject more approachable. Greenpeace’s playful approach to the Succession mention demonstrated how humour can be used effectively without undermining the cause.
Tone is crucial—while humour works well in public-facing campaigns, stewardship communications should be more personal and emotive. Finding the right balance ensures engagement without alienating supporters.
5. Legacy Giving Can Strengthen Lifetime Support
“Leaving a gift in your will makes supporters six times more likely to give during their lifetime.” – Clare Sweeney
Studies suggest that supporters who pledge a legacy often increase their lifetime giving. This reinforces the need to treat legacy pledgers as engaged donors, not just future sources of income.
By recognising legacy donors as valued contributors, charities can encourage further involvement through volunteering, advocacy, and additional donations.
6. Cinema Advertising for Legacy Giving
“We trialled cinema ads to reach new audiences in unexpected places.” – Lauren Jones
Greenpeace experimented with cinema advertising, placing a legacy advert before films like Dark Waters that aligned with their cause. While measuring direct impact was challenging, they saw increased website traffic and inquiries.
Legacy fundraising campaigns can benefit from exploring non-traditional advertising channels, such as cinema, podcasts, and influencer partnerships, to reach new audiences.
7. Stewardship Needs to Be Flexible and Supporter-Led
“Some supporters want regular updates, while others prefer no contact. The key is listening.” – Helen Smith
Effective stewardship varies by supporter. Some want ongoing engagement, while others prefer minimal communication. Offering different levels of interaction ensures donors feel valued without overwhelming them.
Charities should also consider the impact of stewardship on lay executors and family members, ensuring sensitivity and consistency in communications.
8. Events Play a Vital Role in Legacy Engagement
“Face-to-face events create meaningful connections and strengthen commitment.” – Helen Smith
Despite the rise of digital communication, in-person legacy events remain a powerful tool. Events provide opportunities for charities to showcase impact, build relationships, and share personal stories in a way that is difficult to replicate online.
Hybrid events, combining digital and in-person elements, can extend reach while maintaining the intimacy and engagement of physical gatherings.