{"id":4885,"date":"2024-12-09T14:28:42","date_gmt":"2024-12-09T13:28:42","guid":{"rendered":"https:\/\/www.legacygiving.eu\/?p=4885"},"modified":"2025-09-13T15:43:14","modified_gmt":"2025-09-13T13:43:14","slug":"the-role-of-positioning-in-legacy-fundraising","status":"publish","type":"post","link":"https:\/\/www.legacygiving.eu\/en\/the-role-of-positioning-in-legacy-fundraising\/","title":{"rendered":"Rebranding: Opportunity or Threat for Legacy Fundraising?"},"content":{"rendered":"<p>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).<\/p>\n<p>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.<\/p>\n<p>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\u2019s work. From events and direct mail campaigns to how promptly and carefully enquiries are handled or how customer-focused staff members are\u2014every interaction contributes to building trust with a potential legator. Crucially, these efforts must consistently and coherently align with the organisation\u2019s mission and core values.<\/p>\n<p>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.<\/p>\n<p>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\u2014one 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 On the other hand, clinging to an outdated or irrelevant theme may alienate both existing and potential legators.<\/p>\n<p>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.<\/p>\n<div class=\"group\/conversation-turn relative flex w-full min-w-0 flex-col agent-turn\">\n<div class=\"flex-col gap-1 md:gap-3\">\n<div class=\"flex max-w-full flex-col flex-grow\">\n<div class=\"min-h-8 text-message flex w-full flex-col items-end gap-2 whitespace-normal break-words text-start [.text-message+&amp;]:mt-5\" dir=\"auto\" data-message-author-role=\"assistant\" data-message-id=\"841ea6e4-914b-4c42-9db6-9afc34f39a51\" data-message-model-slug=\"gpt-4o\">\n<div class=\"flex w-full flex-col gap-1 empty:hidden first:pt-[3px]\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<p>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.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>Elly Lont, Dec. 2024<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&hellip;<\/p>\n<a class=\"more-link\" href=\" https:\/\/www.legacygiving.eu\/en\/the-role-of-positioning-in-legacy-fundraising\/ \">Read More<\/a>","protected":false},"author":2,"featured_media":4906,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"gallery","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-4885","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-blog","post_format-post-format-gallery","col-lg-12"],"translation":{"provider":"WPGlobus","version":"3.0.2","language":"en","enabled_languages":["nl","en"],"languages":{"nl":{"title":true,"content":true,"excerpt":false},"en":{"title":true,"content":true,"excerpt":false}}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Rebranding: Opportunity or Threat for Legacy Fundraising? 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Lees meer over de eerste stappen die je kunt nemen.{:}{:en}Discover how organisations of all sizes can tap into the potential of legacy giving. Learn about the first steps.{:}","rel":"","context":"In &quot;Blog&quot;","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\/2024\/05\/Screenshot-2024-05-20-at-12.55.56.png?fit=920%2C1200&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2024\/05\/Screenshot-2024-05-20-at-12.55.56.png?fit=920%2C1200&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2024\/05\/Screenshot-2024-05-20-at-12.55.56.png?fit=920%2C1200&quality=99&ssl=1 1.5x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2024\/05\/Screenshot-2024-05-20-at-12.55.56.png?fit=920%2C1200&quality=99&ssl=1 2x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2024\/05\/Screenshot-2024-05-20-at-12.55.56.png?fit=920%2C1200&quality=99&ssl=1 3x"},"classes":[]},{"id":317,"url":"https:\/\/www.legacygiving.eu\/en\/legacygiving-eu-inspriatie-voor-het-werven-van-nalatenschappen\/","url_meta":{"origin":4885,"position":1},"title":"Legacygiving.eu &#8211; 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 &quot;Blog&quot;","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":3324,"url":"https:\/\/www.legacygiving.eu\/en\/does-your-charity-need-a-legacy-ethical-policy\/","url_meta":{"origin":4885,"position":2},"title":"Does your Charity need a legacy ethical policy?","author":"Lena Vizy","date":"19 May 2023","format":false,"excerpt":"{:nl}Legacy fundraising en ethische vraagstukken? Sanita geeft je in deze blog tips who je een beleid voor je organisatie kan ontwikkelen. {:}{:en}Legacy fundraising and ethical dillemas? In this blog, Sanita gives you tips on how you can develop a policy for your organisation.{:}","rel":"","context":"In &quot;Interview&quot;","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\/2023\/04\/pexels-victor-miyata-1827215.jpg?fit=795%2C1200&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2023\/04\/pexels-victor-miyata-1827215.jpg?fit=795%2C1200&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2023\/04\/pexels-victor-miyata-1827215.jpg?fit=795%2C1200&quality=99&ssl=1 1.5x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2023\/04\/pexels-victor-miyata-1827215.jpg?fit=795%2C1200&quality=99&ssl=1 2x"},"classes":[]},{"id":5350,"url":"https:\/\/www.legacygiving.eu\/en\/legacy-giving-supports-swedish-fundraising-recovery\/","url_meta":{"origin":4885,"position":3},"title":"Legacy giving supports Swedish fundraising recovery","author":"Elly Lont","date":"5 March 2025","format":"gallery","excerpt":"{:nl}Recent onderzoek laat zien dat de fondsenwervingssector in Zweden zich herstelt, met een stijging van 5% in de totale inkomsten. Een belangrijke factor in deze groei zijn inkomsten uit nalatenschapswerving, waarbij 57% van de goede doelen een toename in inkomsten uit testamentaire giften rapporteert. Hoewel corporate fundraising stabiel blijft zonder\u2026","rel":"","context":"In &quot;Geen categorie&quot;","block_context":{"text":"Geen categorie","link":"https:\/\/www.legacygiving.eu\/en\/category\/geen-categorie\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2025\/03\/pexels-grizzlybear-421759-scaled.jpg?fit=1200%2C798&quality=99&ssl=1","width":270,"height":0,"srcset":"https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2025\/03\/pexels-grizzlybear-421759-scaled.jpg?fit=1200%2C798&quality=99&ssl=1 1x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2025\/03\/pexels-grizzlybear-421759-scaled.jpg?fit=1200%2C798&quality=99&ssl=1 1.5x, https:\/\/i0.wp.com\/www.legacygiving.eu\/wp-content\/uploads\/2025\/03\/pexels-grizzlybear-421759-scaled.jpg?fit=1200%2C798&quality=99&ssl=1 2x, 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