The simplest legacy fundraising strategy…

We can complicate things a lot can’t we? The more clever we make things the more we create demand to find out a hidden truth. Adding gizmo’s that add % response rates, finding ways to add value with incentives or unlocking the mystery of font size aren’t really what it’s all about – though I am sure they add value somewhere…its where that counts.

What really matters is the insight we gain that can simplify our approach. Insight creates that approach and that in turn becomes a philosophy. From this springs confident strategy. Approach is what people see when we communicate with them – and nothing is more true than when we talk legacies. 

Last week we got to a new place in our thinking. We challenged ourselves to articulate our approach and strategy in its simplest and purest form. If we had to find 2 words that best sum up our legacy approach and strategy what would they be? What is the simplest yet most important articulation of an approach and strategy? Why do that? Because if we can simplify we can communicate better. We can engage others to engage others themselves. We can innovate around a core rather than innovate for the sake of it. And it fuels confidence that insight, learning and our guts are right. We believe it to be true as much as we can prove it.  So what is our simplest form….

The simplest legacy strategy is ….Conversation and Consideration. That’s it.

It’s this because a conversation opens the way. In a subject that no one wants to talk about or really gets. If we can open up some dialogue, some exploration, we are much further forward that we think. A conversation is permission. Its acceptance. It’s about possible.

Consideration is then about the long game. Thinking about it, either consciously or sub consciously. Mulling. Contemplating the option. Taking time to get there in their own time. Stimulating consideration. Nurturing the thought. Gaining recognition when prompted because its in your psyche. Consideration.

Now for some this might all be a bit simplistic…and if we had to we would add committment and completion to illustrate the promise and the doing. But our challenge was to get to the essence. Sure there are many things we do as a result of this…and many dimensions we need to consider to make this possible. But donors will leave a gift in their will when they talk about it and when they consider it over time. That’s the nub. Of course we need to nurture, stimulate, inspire, support, give advice, show impact, tell stories, build relationships, build trust, get our cause recognised and move them in their own time to action.

But fundamentally its all about these 2 words. The simplest strategy that donors actually get and all of us can actually do. Conversation and consideration.





Posted in Charity, Fundraising, Giving, Innovation, Insight, Legacies, Psychology, Seniors, Wills and tagged , , , , , , .


  1. Spot on! Key to effective legacy marketing is reaching out, engaging our audiences and amplifying our message through the comms channels we already have (or can create) with supporters – fundamental is creating the sspace (or moment in time) for a supporter to reflect on their engagement with the charity, what it means personally to and for them and give that gift in a will private consideration … the more legacies become a natural part of the dialogue we are already having with supportres the more natural the inclusion of a gift will become.

  2. Pingback: Our new TV and digital legacy campaign… « Stephen George's Blog

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