# Legacy marketing can be simple

- Link: https://fundraising.co.uk/2013/05/03/legacy-marketing-can-be-simple/
- Published: 2013-05-03T11:34:40+01:00
- Author: Guest Blogger

**Legacy marketing can be simple or it can be mind-bogglingly complicated. **

Of course, for charities like Cancer Research and the British Heart Foundation, 
which receive millions of pounds each year from bequests left to them by their supporters,
marketing Legacies is almost an industry in its own right. But for smaller charities
and membership organisations it really can be a simple process. If you follow these
guidelines you should not go too far wrong:

 1. Tell your members that you accept and welcome legacies.
 2. Explain why the funds are so important and what you will do with them.
 3. ALWAYS use response-marketing techniques so you know who is thinking about leaving
    you a legacy.
 4. Ask those who have expressed an interest or requested a brochure if they would 
    pledge to leave a legacy.
 5. Communicate regularly with pledgers and ask them for their input.
 6. Consider specific projects and ring-fencing money to fund them.

Most people who leave legacies to charities tend to leave to a number of different
charities rather than to just one. To ensure that your organisation is given due
consideration make your case strongly and convincingly.

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Andrew Atiyah

[The CGL](https://www.thecgl.co.uk/membership-services)

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