“Why legacies are brilliant for charities and how to get them” published by Smee & Ford It is (I hope) iconoclastic, fun, incredibly practical and of use to every fundraiser anywhere in the world who wants more legacies for their charity
Why people leave legacies to charities and how to inspire them into doing it
Do not be a sheep be a shepherd. Be daring, be different
Igniting a light bulb moment: the start of an exciting journey for prospects.
Talking and writing about legacies – what to say and how to say it face to face anywhere, anytime to anyone (apart from kids!)
Ensuring the long term happiness of prospects
Reasons why Trustee Boards (and other stupid leaders) decide not to invest in legacies
The legacy market – how it is changing and how it could proliferate (or even go through the roof).
Getting everyone internally lined up behind the campaign
Evaluating and measuring success: practical ideas which drive boards and trustees to tear their hair out unless they are realistic and understand the truth.
What is a legacy fundraising strategy? The structure for success
No budget? No worries – you can just do it!
The world of Will making and why Wills trigger action
Which communication channels are best (or thought by prospects to be best, but can be the worst!)
Story telling to spark an interest in giving a legacy
Prioritising prospects and matching the channels to ensure success
Cultivation and stewardship.