As the year comes to a close and we are looking ahead to 2024, it’s valuable to reflect on accomplishments and set our sights on the future. In 2023, we cherished the opportunity to collaborate with guest bloggers, conduct insightful interviews, and engage in special conversations about legacy fundraising on our platform, legacygiving.eu. October 2023 stood out as a particularly memorable month for us. During this time, we had the privilege of speaking at both the Austrian Fundraising Congress and the IFC, where we shared insights and knowledge on legacy fundraising. Additionally, we had the pleasure of hosting the annual Legavision conference in Vienna, bringing together 15 joint legacy campaign leaders from 12 different countries to collaborate and exchange ideas.
As we step into 2024, we’re excited about what the new year holds. We’ve made our New Year’s resolutions infused with a legacy fundraising perspective that we would like to share with you:
Together we can gain so much more
In the past year, we’ve once again seen the undeniable impact of collaboration in legacy fundraising—driving significant change for your organisation and fostering growth within the sector. By building synergy with counterparts in other organisations, sharing valuable insights and data, and actively engaging in joint legacy campaigns, you can achieve even greater success within legacy fundraising.
Legacy fundraising is an investment in the long term, and relying solely on own data can provide a limited perspective. To gain a comprehensive understanding of the legacy market, performance, and potential opportunities, collaborative data collection and analysis can be pivotal. In certain countries, successful benchmarking initiatives or research, such as the Legacy Foresight Monitor, can provide invaluable assistance in this.
Collaborative efforts in legacy fundraising enable us to achieve what no single charity can do independently. This includes transforming public perceptions of legacy giving through impactful media campaigns or establishing vital partnerships with legal professionals.
Digital
In the realm of fundraising, the digital shift has been a longstanding conversation. However, our emphasis on digital in this wishlist isn’t just a trend; it’s a response to the evolving digital landscape of our target audience. As we move away from solely targeting the Silent Generation and increasingly focus on tech-savvy Baby Boomers, our content finds its home online. Think about it: advertisements are now embedding QR codes instead of traditional cut-out coupons. Websites have become the hub for enquirers seeking information. But amidst these changes, there’s a crucial point to address: the shift to Google Analytics 4.
The landscape of website traffic monitoring is altering due to privacy regulations and updated tracking methods. GA4 might be displaying less traffic than expected, leaving many puzzled. So, the question arises: How do we navigate this shift? If you haven’t taken steps yet, seeking guidance and support in the new year, to navigate the changes in reporting and measurement techniques within GA4 is essential. This guidance will enable you to compare GA4 data with previous versions or alternative analytics tools, unveiling disparities and clarifying reported metrics.
Understanding these changes is key to optimising our fundraising strategies. It’s about more than just acknowledging the digital shift; it’s about harnessing its potential to connect effectively with our evolving, digitally-engaged audience.
Events
Events serve as more than just engagement boosters; they instil trust in our cause. Moreover, they can ease the path to engaging with a notary – a step often considered daunting. Imagine speed-dating with a solicitor or having a chance, free of charge, to discuss circumstances with a notary—these events can indeed lower that threshold.
Yet, not all events are created equal. Over time, we’ve seen the impact of well-attended events that possess that certain special touch. These are experiences that tie closely to our organisation’s essence, granting a peek behind the curtain. Picture witnessing the intricate process of artificial skin cultivation at a Burn Foundation or embracing the warmth of cuddling puppies at a guide dog foundation. These moments aren’t just about entertainment; they foster connections.
Consider the power of organising an in-memory event for the loved ones of those who’ve left a legacy for the cause. It’s a gesture of respect and appreciation. Just as Greenpeace Netherlands showcased new names added to their legacy tree – a display of gratitude and accountability, highlighting how legacies have been utilized.
Events like these transcend mere gatherings; they’re opportunities for emotional connection, insight, and a chance to express gratitude for the trust bestowed upon us. So let 2024 be a year to reconsider the content of our events.
December 2023
