Legacy events – Dankbaarheid staat bij Artsen Zonder Grenzen centraal

In zijn gastblog vertelt Benjamin Zessner-Spitzenberg ons meer over het vernieuwde evenementenconcept van Artsen Zonder Grenzen (Oostenrijk), dat tot doel heeft om nalaten aan de organisatie te stimuleren. Dit concept verbindt het idee van teruggeven en dankbaarheid tonen met het inspireren van supporters om hun steun ook na hun leven voort te zetten.

In more than 75 countries, Doctors Without Borders (MSF) provides independent, impartial medical humanitarian assistance to the people who need it most. We treated more than sixteen million patients worldwide in 2022. Donations of all kinds make this humanitarian aid possible for our teams.

Gifts in wills are a significant part of our donation income. Legacy gifts finance every 6th mission of Doctors Without Borders. People who bequest Doctors Without Borders in their wills, therefore, make a significant contribution to making our humanitarian work possible.

Breaking from tradition
In our legacy fundraising, we are constantly thinking about enhancing our methods of engaging our (potential) supporters. Events have been a pivotal component of our legacy fundraising for years, serving as a platform to inform participants about the possibility of legacy giving and to inspire them to consider this impactful form of contribution. In Austria, inheritance-law-events organized by NGOs have a long tradition in legacy fundraising. Almost 100 of such events take place annually throughout Austria. Notaries report on inheritance law – so there is little room for inspiration for legacy giving in this event format. Additionally, we faced declining attendance numbers and rare commitments for legacy gifts. Reason enough to design and implement a new event format – with success.

The Power of Appreciation – Our Concept
Our idea for the new event is to no longer convey legal information but primarily to express appreciation and gratitude. Invitations are extended to very loyal donors, legacy handraisers (individuals who have already responded to legacy fundraising activities), as well as major donors. The emphasis is on personal conversations and a cosy atmosphere following a particularly inspiring program. So far, we have organized four such events.

Thank-you-event: An evening of borderless cooperation
The last “Thank you event” in Linz (the third largest city in Austria) was a big success. We started at our exhibition “Doctors Without Borders up close”, which impressively shows the work of our teams in the field. This touring exhibition happened to be in Linz at the time of the event. Visitors could witness, for example, an inflatable field hospital tent and other stations that made our humanitarian efforts tangible. Tours guided by four field workers fostered a closer connection with the donors. We continued in a beautiful and cosy location. A video about our humanitarian aid was shown there, accompanied by the Nobel Peace Prize speech by former international president Dr. James Orbinski. Our fundraising director expressed gratitude to the attending donors, also taking a moment to remember deceased legacy donors. Emphasized was the crucial message that legacy gifts already fund every sixth mission of Doctors Without Borders. A buffet was offered after the program, inviting attendees to linger and engage. Ultimately, we aim to establish personal connections with our donors. It’s essential to us that numerous organizational representatives are present to engage with each supporter. A photo booth, providing a memento of the evening, added the finishing touch to the ambience.

Keeping an eye on the goals
Our goals for the event are well-defined. We aim to forge a deeper connection with our generous donors. By vividly illustrating the impact of their support, our intention is to strengthen not only the financial but also the emotional ties. Focusing on creating proximity and trust, we simultaneously strive to raise awareness about legacy gifts as a powerful form of contribution. It is essential for us to showcase our culture of remembrance, ensuring that deceased legacy donors are not forgotten.

Furthermore, we hope that event attendees will reflect on the event with the following thoughts:

“My support is making a difference, appreciated, and directed to where it belongs (@ Doctors Without Borders)!”

“Wow, Doctors Without Borders handles legacy gifts with gratitude and appreciation!”

“Perhaps, even beyond my lifetime, I can support the humanitarian work of Doctors Without Borders!”

Unforgotten: The Memorial Artwork for Deceased Legacy Donors
A short video about our commemorative artwork was also shown at 3 out of 4 events. This unique piece, displayed in our office, ensures that legacy donors are never forgotten, emphasizing our appreciation and commitment to a culture of remembrance.
Utilizing a variety of materials, we strive to make the option of legacy giving even more visible. Each donor receives a fabric bag containing, among other giveaways, a bookmark that draws attention to legacy gifts. Our legacy giving brochure is included among the informational materials and has consistently been taken home by a large number of donors.

Success in numbers
The event concept has been a resounding success. For instance, over 70 supporters attended in Linz, and we received significantly more announcements of legacy gifts than at traditional inheritance-law events. The funds invested in a buffet and the ideal location proved worthwhile, reflecting our gratitude. We consistently receive positive feedback and enthusiasm. Only time will tell whether this translates to a positive evolution in the usual donation behaviour of the attendees.

Conclusion: A new way of legacy-events
Our innovative approach has demonstrated that gratitude and inspiration can be the key to success in legacy fundraising. We look forward to further developing these ideas and engaging donors even more in our movement.