{"id":282,"date":"2021-03-31T13:46:41","date_gmt":"2021-03-31T11:46:41","guid":{"rendered":"http:\/\/reinform.tkdemos.com\/?p=282"},"modified":"2022-01-31T20:47:48","modified_gmt":"2022-01-31T19:47:48","slug":"hoe-overtuig-je-je-management-om-in-legacy-fundraising-te-investeren","status":"publish","type":"post","link":"https:\/\/www.legacygiving.eu\/en\/hoe-overtuig-je-je-management-om-in-legacy-fundraising-te-investeren\/","title":{"rendered":"How to convince your senior management to invest in legacy fundraising?"},"content":{"rendered":"

L <\/span><\/span>\u00a0egacy giving has become an increasingly important income stream for many non-profits, but it\u2019s not always easy for fundraisers to convince boards, directors or senior management that legacies should be a priority for the organisation.\u00a0<\/span><\/p>\n

<\/p>\n

Why is that? What exactly are the barriers and what can we do to tear them down? <\/span><\/p>\n

To the best of my knowledge, there are two main problems:<\/span><\/h4>\n

Prioritising immediate returns over long-term investment \u2013 often fundraisers who lobby for investment in their legacy plans, highlighting impressively high long-term returns, are turned down by senior managers who are looking to see a more immediate gain. Fundraisers too can sacrifice their own strategic plans for legacy fundraising to more current issues and projects, instead of prioritising long-term success.<\/span><\/p>\n

Discomfort talking about legacy giving \u2013 senior managers and directors still often feel uncomfortable about legacy fundraising, with the vague idea that such \u2018delicate\u2019 conversations will mean speaking with supporters about death. If people feel uncertain or insecure about what and how to have a conversation on legacy giving, it can be a significant barrier. It\u2019s important that we take this seriously and educate our colleagues about the positive nature of legacy fundraising conversations and how they can help strengthen relationships with supporters.\u00a0<\/span><\/p>\n

How can we overcome these barriers? After discussing this with my former colleague Adam Buckles, who is now working as head of legacies at the Alzheimer\u2019s Society, we have pulled together some practical tips.<\/span><\/p>\n

These boil down to three essential factors for successfully convincing your senior management to invest more in legacies:\u00a0<\/span><\/p>\n

Build understanding and knowledge about legacy giving<\/h5>\n

Changing the perspective on legacy fundraising starts with listening and you are the one that has to listen first. Ask your senior management about what kind of barriers, threats or risks they see concerning legacy fundraising. What do you and your organisation need to be aware of before starting to communicate about legacy giving? By listening to them you know what you have to focus on first and what kind of information you have to provide to successfully start convincing them.<\/span><\/p>\n

It\u2019s important not to stop with the senior management but to open up the conversation on legacy giving with your colleagues. One of the key indicators for a successful legacy programme is that it is recognised and understood across the organisation, so much so that it becomes part of the organisation\u2019s culture. Your aim is to help the board and management to succeed and to make your organisation feel positive and excited about legacy giving.<\/span><\/p>\n

Adam emphasises that in the beginning it is always about context. You need to know what you\u2019re aiming for with your legacy programme and then to translate it to each of your audience groups, helping them to understand its importance.\u00a0 It can be a donor, board member or direct colleague that you want to convince about legacy giving. How can you put legacy giving into context for them?\u00a0<\/span><\/p>\n

The results: analysing, forecasting and reporting (regularly)<\/h5>\n

It\u2019s crystal clear that legacy fundraising is about results. Every good manager will ask you for a business plan to substantiate any extra investment.<\/span><\/p>\n

For a lot of fundraisers, especially when starting out with legacies this can feel complicated. Of course, you can\u2019t predict the exact income for the future, but if you know the average legacy income in your country and of your organisation, the size of your database and average age of your supporters, you can give an indication of legacy potential.\u00a0 Always keep in mind that if you start investing today, initial results will be expected over several years.<\/span><\/p>\n

If your senior management is very focused on short-term return, it is important that you have a conversation regarding what can be done today to make tomorrow and all the other tomorrows more successful for your organisation. In this conversation you can also use recent research on expected legacy income and demonstrate successes from other NGOs that have already invested in legacy fundraising.<\/span><\/p>\n

The long-term investment can feel vague to your manager and, because of that, it\u2019s important to regularly and consistently report tangible results, such as a prospect pipeline, legacy leads and identified pledgers, as well as the estimated value they represent.\u00a0 Define those success factors and the key steps that you will put in motion together with your boss, making him or her co-owner of the legacy plan.<\/span><\/p>\n

As with any new fundraising idea or request for budget, Adam\u2019s advice is to always test. Testing feels less risky for managers and the results help to illustrate the potential return.<\/span><\/p>\n

The person behind the numbers<\/b><\/h5>\n

Results are important, but to fully convince your management about the importance and necessity of legacy fundraising, you have to show the person behind the numbers. To make managers and directors feel deeply positive about legacy giving you have to make them realise that legacy giving is all about life, the donors\u2019 values, memories, dreams, ambitions and aims. By giving your managers and colleagues the chance to meet the pledgers, listen to their stories and discovering that those people are often our most loyal, well-informed and committed supporters, you can change their perspective. This is often the best cure for any insecurity or discomfort around legacies and helps them support you as a partner in growing the legacy giving programme.<\/span><\/p>\n

Personal stories of pledgers are regularly used to communicate legacy giving externally to donors, but Adam also emphasises how crucial they are for internal support. His tip is to look for key figures within the organisation. Is there a colleague, old board member or for example a much appreciated volunteer that has named your organisation in his or her will? Make that person a legacy ambassador and ask them if they are willing to share their story and motivation with the organisation.\u00a0<\/span><\/p>\n

I want to thank Adam Buckles for sharing his knowledge on legacy fundraising insights and being such an inspirational and supportive colleague over the years.\u00a0<\/span><\/i><\/p>\n

This blog by Lena was originally written in 2019 for EFA – the European Fundraising Association<\/span> > Read more<\/a><\/span><\/p>\n

Image credit: Cottonbro – Pexels<\/em><\/h6>\n","protected":false},"excerpt":{"rendered":"

Legacy giving has become an increasingly important income stream for many non-profits, but it\u2019s not always easy for fundraisers to convince boards, directors or senior management that legacies should be a priority for the organisation.\u00a0<\/p>\nRead More<\/a>","protected":false},"author":1,"featured_media":1077,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[63],"tags":[],"class_list":["post-282","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","col-lg-12"],"translation":{"provider":"WPGlobus","version":"3.0.2","language":"en","enabled_languages":["nl","en"],"languages":{"nl":{"title":true,"content":true,"excerpt":true},"en":{"title":true,"content":true,"excerpt":true}}},"yoast_head":"\nHow to convince your senior management to invest in legacy fundraising? 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Why we have to invest in sustainable legacy fundraising","author":"Lena Vizy","date":"6 May 2021","format":false,"excerpt":"{:nl}Er zal in Nederland geen fondsenwerver te vinden zijn die nog niet over het werven van nalatenschappen heeft gehoord.{:}{:en}We are aware of the potential legacy giving has. Every fundraiser has heard about legacy fundraising. Every fundraising director or manager knows that legacy fundraising is part of a balanced and successful\u2026","rel":"","context":"In "Blog"","block_context":{"text":"Blog","link":"https:\/\/www.legacygiving.eu\/en\/category\/blog\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/03\/Bildschirmfoto-2021-03-12-um-15.21.26-e1629226300296.png?fit=842%2C1200&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/03\/Bildschirmfoto-2021-03-12-um-15.21.26-e1629226300296.png?fit=842%2C1200&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/03\/Bildschirmfoto-2021-03-12-um-15.21.26-e1629226300296.png?fit=842%2C1200&quality=99&ssl=1 1.5x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/03\/Bildschirmfoto-2021-03-12-um-15.21.26-e1629226300296.png?fit=842%2C1200&quality=99&ssl=1 2x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/03\/Bildschirmfoto-2021-03-12-um-15.21.26-e1629226300296.png?fit=842%2C1200&quality=99&ssl=1 3x"},"classes":[]},{"id":1909,"url":"https:\/\/www.legacygiving.eu\/en\/het-einde-kroont-het-werk-waarom-afwikkeling-van-nalatenschappen-relevant-is-voor-werving\/","url_meta":{"origin":282,"position":1},"title":"Why the settlement of legacies is also part of legacy fundraising","author":"Lena Vizy","date":"20 September 2021","format":false,"excerpt":"{:nl}De afwikkeling van nalatenschappen maakt onderdeel uit van de cultivatiecirkel. Drie gedachtes die onderbouwen waarom we als fondsenwervers hier oog voor moeten hebben.\u00a0\u00a0 {:}{:en} Three thoughts that underline the essential role legacy administration plays in legacy fundraising.{:}","rel":"","context":"In "Blog"","block_context":{"text":"Blog","link":"https:\/\/www.legacygiving.eu\/en\/category\/blog\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/09\/photo-afwikkeling-blog-3.jpg?fit=498%2C708&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/09\/photo-afwikkeling-blog-3.jpg?fit=498%2C708&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/09\/photo-afwikkeling-blog-3.jpg?fit=498%2C708&quality=99&ssl=1 1.5x"},"classes":[]},{"id":317,"url":"https:\/\/www.legacygiving.eu\/en\/legacygiving-eu-inspriatie-voor-het-werven-van-nalatenschappen\/","url_meta":{"origin":282,"position":2},"title":"Legacygiving.eu – inspiration for legacy fundraisers","author":"Lena Vizy","date":"12 April 2021","format":"gallery","excerpt":"{:nl}De laatste jaren zien we in Nederland, en in Europa, mooie ontwikkelingen op het gebied van nalatenschappenwerving.{:}{:en}In recent years, we have seen great developments in the field of legacy fundraising in the Netherlands and Europe.{:}","rel":"","context":"In "Blog"","block_context":{"text":"Blog","link":"https:\/\/www.legacygiving.eu\/en\/category\/blog\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/04\/Bildschirmfoto-2021-07-04-um-14.23.21.png?fit=1200%2C604&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/04\/Bildschirmfoto-2021-07-04-um-14.23.21.png?fit=1200%2C604&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/04\/Bildschirmfoto-2021-07-04-um-14.23.21.png?fit=1200%2C604&quality=99&ssl=1 1.5x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/04\/Bildschirmfoto-2021-07-04-um-14.23.21.png?fit=1200%2C604&quality=99&ssl=1 2x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/04\/Bildschirmfoto-2021-07-04-um-14.23.21.png?fit=1200%2C604&quality=99&ssl=1 3x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/04\/Bildschirmfoto-2021-07-04-um-14.23.21.png?fit=1200%2C604&quality=99&ssl=1 4x"},"classes":[]},{"id":1685,"url":"https:\/\/www.legacygiving.eu\/en\/top-5-podcasts-over-legacy-fundraising\/","url_meta":{"origin":282,"position":3},"title":"Top 5 podcasts about legacy fundraising","author":"Lena Vizy","date":"21 June 2021","format":false,"excerpt":"{:nl}Een mooie manier om kennis op te halen en ge\u00efnspireerd te raken - podcasts. Het leuke is dat er ook steeds meer podcasts over legacy fundraising gemaakt worden. Wij hebben voor jou onze top 5 samengesteld.{:}{:en}A great way to gain knowledge and get inspired - podcasts. We have put together\u2026","rel":"","context":"In "Blog"","block_context":{"text":"Blog","link":"https:\/\/www.legacygiving.eu\/en\/category\/blog\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/06\/pexels-cottonbro-6686455-e1629225200757.jpg?fit=876%2C1200&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/06\/pexels-cottonbro-6686455-e1629225200757.jpg?fit=876%2C1200&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/06\/pexels-cottonbro-6686455-e1629225200757.jpg?fit=876%2C1200&quality=99&ssl=1 1.5x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/06\/pexels-cottonbro-6686455-e1629225200757.jpg?fit=876%2C1200&quality=99&ssl=1 2x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2021\/06\/pexels-cottonbro-6686455-e1629225200757.jpg?fit=876%2C1200&quality=99&ssl=1 3x"},"classes":[]},{"id":2561,"url":"https:\/\/www.legacygiving.eu\/en\/stewardship-cornerstone-of-a-successful-legacy-programme\/","url_meta":{"origin":282,"position":4},"title":"Stewardship \u2013 cornerstone of a successful legacy programme","author":"Lena Vizy","date":"9 August 2022","format":false,"excerpt":"{:nl}Wanneer is een nalatenschappenprogramma echt duurzaam succesvol? Focus je binnen een nalatenschappenprogramma vooral op werving zie je snel een belangrijk deel van ons werk over het hoofd namelijk het bouwen aan langdurige relaties.{:}{:en}Laser focus on acquisition can distract you from an important part of our work \u2013 building long term\u2026","rel":"","context":"In "Blog"","block_context":{"text":"Blog","link":"https:\/\/www.legacygiving.eu\/en\/category\/blog\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/08\/Heart-1.png?fit=647%2C882&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/08\/Heart-1.png?fit=647%2C882&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/08\/Heart-1.png?fit=647%2C882&quality=99&ssl=1 1.5x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/08\/Heart-1.png?fit=647%2C882&quality=99&ssl=1 2x"},"classes":[]},{"id":2203,"url":"https:\/\/www.legacygiving.eu\/en\/we-expect-a-friendly-tsunami\/","url_meta":{"origin":282,"position":5},"title":"“We expect a friendly tsunami”","author":"Lena Vizy","date":"17 January 2022","format":false,"excerpt":"{:nl}Interview met Jan Rachels en Carine Coopman over de toekomst van legacy giving in Belgi\u00eb{:}{:en}Interview with Jan Rachels and Carine Coopman about the future of legacy giving in Belgium{:}","rel":"","context":"In "Interview"","block_context":{"text":"Interview","link":"https:\/\/www.legacygiving.eu\/en\/category\/interview\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/01\/Carine-Jan.png?fit=593%2C635&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/01\/Carine-Jan.png?fit=593%2C635&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/01\/Carine-Jan.png?fit=593%2C635&quality=99&ssl=1 1.5x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2022\/01\/Carine-Jan.png?fit=593%2C635&quality=99&ssl=1 2x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/posts\/282","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/comments?post=282"}],"version-history":[{"count":14,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/posts\/282\/revisions"}],"predecessor-version":[{"id":1690,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/posts\/282\/revisions\/1690"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/media\/1077"}],"wp:attachment":[{"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/media?parent=282"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/categories?post=282"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.legacygiving.eu\/en\/wp-json\/wp\/v2\/tags?post=282"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}