Does anybody know how successful/unsuccessful legacy promotion to individual donors is please.
I’ve sent postal mailings and follow up phone calling in the past – but never tried email as a method.
do you use email as a method of communicating with your donors when you are not asking about legacies? If you do and they are used to and comfortable with them they will work for legacy campaigns. If you dont and they are uncomfortable with them they won’t respond to them.
If you are targeting people who are not yet your donors, treat them like your donors on the “people like us are likely to give” basis.
We do use email as a method of communicating with our donors and campaigners in the form of an email bulletin/newsletter. Our supporters respond well to them, and in the past we’ve put a donation or campaign action ask in the email and they respond well.
Thank you very much for your information. I will definately bear it in mind when I run my legacy campaign later in the year.
YWCA England & Wales
My suggestion would be to use the email newsletter to encourage your supporters to click through to a micro site that gives them all your legacy leaflet information and allows them to make a pledge online, you could also give a link to Remember a Charity and Make a Will week.
Let us know how you get on
Thank you David, this really helps.
Have you thought about targeting will-writing solicitors? They have the potential to influence a lot of legacies. You can rent postal mailing lists of such solicitors from a company called WDM part of Waterlow who publish a directory for the legal profession listed by area of legal expertise.
I worked for WDM in the late 90s and I remember that one charity rented this database and posted a flat-packed calendar/pen-pot which solicitors could put on their desk. Feedback was that it worked extremely well and they used the database every April for Make-A-Will-Week.
http://www.wdm-lists.co.uk/page4.html, or call 020 7549 2590 and ask for Jon.
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