Some nonprofits seem to care about ‘having’ a legacy society far more than they care about the donors in them.
There’s lots of evidence supporting my claim. For instance:
I think the organizations maintaining these weak societies created them primarily for two reasons:
Some do it right.
They recognize that a legacy society can be a powerful marketing tool for:
How do they do it?
>>The easiest way to grow your Legacy Society (5 super-simple steps)
>>NEWS FLASH: Most of your supporters don’t really want to be in your legacy society
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I read the title of this post two ways, inserting a “do” at the end completely changes the meaning of the question, but it is implied in the one that you asked. Organizations that might forget that a Legacy Society is a means to an end, would do well to put more focus on the “ends” than the “means”.
Very well said Scott. Thanks for that contribution.
And, of course, hope you’ve been doing well.
I’ve always realized the importance of a legacy society, but I’ve struggled to find ways to create real value for the donors. Currently, we …
* Send a welcome letter, thanking the donor for the above-and-beyond gift; highlighting its (and their) extreme value to the mission; and telling them how special they are.
* Mail a series of small gifts–four in year 1, and then once per year.
* Send a birthday card and a Thanksgiving card.
* Make efforts to connect by phone and in person to remind them how much we value them.
* We would like to begin scheduling Thank You luncheons on campus.
Is there more we can do? I’d love to hear what others are doing for their legacy society members.