Legacy data providers Smee & Ford have announced a new series of webinars to help charities make more of legacies. The online training sessions will be co-hosted by legacy expert Richard Radcliffe.
Radcliffe argues that successful legacy fundraising campaigns can help charities salvage their reputation and rebuild public trust.
“The best defence is to show how you use a donor’s money and the impact you have. This is the best time to launch a new legacy campaign as you can reassure donors you are a great long term investment, openly announce your strengths and be 100% honest about your failures.”
Radcliffe will be co-presenting three live legacy fundraising webinars, the first of which on 20 April focuses on the overall structure of a legacy campaign. He will share advice on the legacy fundraising lifecycle, covering communications, tactics, cultivation and stewardship, and evaluating success.
“The decision to include a legacy is driven by logic as well as passion. Is your brand top of mind? Is your performance (financial and impact) top of mind? Do stakeholders know how you are funded and the difference a gift in their Will, however modest, can make? We are pleased to offer these webinars in the hope that we’ll be able to paint a more accurate picture of today’s legacy landscape and the well-informed, savvy donor.”
Smee and Ford’s data is based on information gleaned over many years from published wills. Its researchers read over 5,000 wills every week to offers its charity clients extensive and up-to-date information.
Main image: My Will by Alex Skopje on Shutterstock.com