Repositioning or rebranding can have a significant impact on legacy fundraising. In the Netherlands, 29% of individual fundraising income now comes from legacies, and this share is expected to grow further (Source: Legacy Monitor 2024).
People include charities in their wills when they share values and concerns about a specific cause, find the cause relevant, and trust that the organisation can deliver solutions. This trust is built through numerous factors, such as demonstrating impact, personal interactions, and a consistent organisational identity.
As a legacy fundraiser, it is essential to be involved in branding or positioning changes. Legacy fundraising is not an isolated effort; it is the result of the entire organisation’s work. From events and direct mail campaigns to how promptly and carefully enquiries are handled or how customer-focused staff members are—every interaction contributes to building trust with a potential legator. Crucially, these efforts must consistently and coherently align with the organisation’s mission and core values.
A clear positioning strategy is therefore not only vital for securing legacy income but can also help mitigate declines in other donation streams. In a constantly changing world, charities must regularly take a critical look in the mirror at their positioning, and adapt as needed to remain relevant.
Both excessive and insufficient change can be risky. If an organisation shifts its focus too heavily towards a new theme that does not resonate with its current supporters, it risks losing trust—one of the most critical pillars of legacy fundraising. On the other hand, clinging to an outdated or irrelevant theme may alienate both existing and potential legators.
When a significant change in direction is unavoidable, transparent communication is key. Clearly explain why the new course is necessary and ensure trust is maintained throughout the process. Donors expect organisations to respond intelligently to societal changes while staying true to the values they hold dear.
A clear and well-aligned positioning strategy is essential for successful legacy fundraising. When changes in positioning or branding arise, it is important for legacy fundraisers to look beyond their own programme. By contributing strategically to broader organisational challenges, they help maintain trust and relevance, which are crucial for securing legacies both now and in the future.
Elly Lont, Dec. 2024
