In her newest blog for the EFA newsletter of Lena Vizy writes about the shift towards supporter-centred legacy fundraising and the importance of understanding the motivations behind gifts in wills for creating a lasting impact.
The blog highlights three key takeaways:
- Supporter-centred approach: The importance of shifting to a supporter-centred focus in legacy fundraising to engage a broader group of potential legacy donors, including ‘invisible’ supporters.
- Personal and emotional decisions: Why it is crucial to understand that the decision to leave a charitable gift in one’s will is deeply personal and emotional, often tied to one’s life journey and connections with the cause.
- Insights for legacy proposition and messaging: How we can uncover supporters’ motivations through direct conversations and qualitative and quantitative research methods to shape legacy fundraising strategies and messaging effectively.
Read the full blog on the EFA website: Understanding the motivations behind gifts in wills
December 2023
Photo: Vojtech Okenka
