At the end of the year, it’s always good to reflect on what went well and what to focus on in the upcoming year. So in 2021, we set up legacygiving.eu. and we are grateful for the many enthusiastic reactions, guest blogs, interesting interviews and conversations about legacy fundraising – because for us, legacy fundraising is the most beautiful and impactful form of fundraising.
We are very excited about 2022, for our website legacygiving.eu and our own work as a legacy fundraiser. It is important for us to continue learning, be open to new possibilities and developments, and continue to optimize. So we thought about a top 3 with good intentions that we would like to share with you:
1. Legacy dashboard
What worked, what didn’t? Understanding and substantiating your choices will give you more self-confidence and job satisfaction. A dashboard can help you monitor results and KPIs and share them with your colleagues and management. Think of the number of prospects or pledgers, number of files and income or an overview of the results of all the different legacycampains. It is important to regularly look back and reflect. Ask yourself if you can make new conclusions to optimize your work.
Family and loved ones, as well as executors, often receive too little attention within legacy programs. And yet it is important to also steward and engage this group in the work of our organisations. Out of gratitude for the gift, transparency and confidence that the gift is handled with care and has an impact. With the side effect that this will hopefully be an inspiration to follow in the footsteps of the testator and consider leaving a gift in their will too. Relationship management of this group does not have to be complicated; already little contact can make a huge difference.
3. Focus groups
From behind our desk we can develop a lot of great ideas or tools for our legacy programs, but it’s not about how we, or our colleagues, react to it, but whether it resonates with our target group. Testing, testing, testing is therefore crucial. From experience, we know that focus groups are a great way to obtain feedback and gather insights that improve the quality of a legacy program and communication. Working with focus groups is what we want to do more and more in 2022.
We are curious about your legacy giving resolutions! Let us know via firstname.lastname@example.org.
Wishing you lovely holidays and a happy and healthy 2022!
Lena and Elly