I’ve always been a bit baffled by Legacy Societies. Here’s why:
- Oddly, many nonprofits try very hard to get people to “join.” Yet, the benefits of joining kinda’ suck. Some just give you a pin.
- Once people “join”, too often the donors get ignored (in other words, many nonprofits rarely ever do much with the members).
So why create a Legacy Society if the benefits are nominal and/or insignificant?
Why push so many people to join only to be forgotten?
Instead, why not reinvent your legacy society to become a stewardship society instead. Here’s what I mean:
- Invite all of your loyal supporters, members, volunteers, etc
- Don’t worry about whether or not they planned to leave a gift yet
- Dream up awesome, amazing benefits for the members (REAL benefits that will warm their hearts!)
- Steward the heck out of them (Shower them with love, invitations, impact reports, phone calls and opportunities to get involved)
- Encourage them to participate in events with personalized invitations to events that you know will be relevant for them (about the programs they want to support)
- Help them mingle and share stories with one another at events
- Put those who have already made planned gifts on a pedestal at the events (with their permission of course)
- Display signage at the events
- Ask the planned givers to share their stories and explain why they planned a gift
- Provide several means for members to raise their hands showing interest in the legacy giving option
- Follow up with those leads
- Consider asking a planned gift supporter to go with you on your visits
Maybe this is a crazy idea? Let me know what you think.
> The best way to predict the future is to invent it
>> Dramatically improve your fundraising: Fundraising recipes
>> The simplest and most effective 6-step major gift and planned gift marketing strategy ever
Have a moment? Share this message about the importance of reinvention!
LIKED THIS BLOG POST? – SHARE IT!