Legacy Giving: Marketing and Promotions

There are a number of communication strategies that organizations can employ when marketing a planned giving program. One of the strategies that you might expect to work in promoting your legacy program is direct mail, but it’s not really a good fit. 

Instead try a survey with questions that would yield pertinent information to help identify prospects for legacy giving in three areas: legacy, life and family.  You will get some great information about your constituency and be able to identify some good legacy prospects.  Remember, many of the people you will be interacting with are senior and welcome such communications, so do not think you are intruding on them.  You’re not. 

Additionally, part of the process of coming to a decision to make a legacy gift involves reflection upon one’s life.  A survey can be a great way to get people thinking about different options, and contemplating things.

Probably the most effective method of legacy marketing is ‘top of mind’ or ‘drip’ promotion to keep legacy giving in front of your supporters on a regular basis.  For some, that means once a month on social, in a newsletter or included in other communications.  So regardless of the medium or strategy being used, there should be a constant reminder included in almost all communications to “consider us in your will.”

Printed materials & direct response

Many organizations have moved away from a lot of printed materials these days and have taken up electronic communications instead.  But depending on your audience, it might still be advantageous to have some hardcopy printed materials.  In particular, those in the Elder generations still very much like to get a letter or some other hardcopy communication in the mail and the truth is some of them will read it many times.  

Newsletters give organizations an effective way to cover each of their planned giving vehicles in depth, as well as an opportunity to include testimonials and examples that can illustrate important points. 

Brochures that can be electronically downloaded are a good alternative to printed ones. Ideally, organizations should have a different brochure for each of the vehicles they offer but one comprehensive conversation started will also do in a smaller shop. The purpose of the brochure is to educate the prospect and stimulate their interest in seeking more information through a personal contact.

Another tool some organizations use is a planning or asset inventory workbook. This method helps people get an accurate feel for their overall financial situation and helps them to establish what assets may be available for a planned gift. These workbooks are often available through banks and some of the allied professionals. Donors often appreciate it when organizations can provide these tools for self-evaluation, and they can open the door for a personal conversation about legacy gifts.

Media tools

With the recent advances in technology, creating useful multi-media content is both effective and cost efficient. This more than anything has leveled the playing field so to speak for all charities.  You no longer need a lot of capital to get noticed in media thanks to social media.  You do however, need to be somewhat strategic about it if you want to see good results. 

Your website

The primary advantages of a website are that the content can be changed and updated regularly, and users can access as much or as little information as they choose on their own time. The key to this, however, is to provide clear instructions on how to obtain further information and contact someone at the organization.