Getting a single email, letter or telephone call out to a legacy giving prospect isn’t always easy. In fact, with all we have to do each day, it’s downright challenging (at best) or even, sometimes, impossible (at worst).
Last night I stumbled upon an old article by my hero Mal Warwick on SOFII’s site about planned giving. All the way at the bottom I found this chart which was the result of Adrian Sargeant’s and Elaine Jay’s research back in the 90’s and early 2000’s.
The question was: What factors led or contributed to your decision to leave a legacy?
With 1 out of 3 stating that “a communication from the charity” led or contributed to the decision, shouldn’t that inspire us to communicate more with our donors and especially our prospective legacy donors?
Furthermore, according to Sargent and Jay, ‘ “When asked whether they believed that it was appropriate for charities to ask their supporters to consider a legacy gift, 76.5 percent indicated they felt that this form of fundraising request was appropriate. When asked whether they recalled the legacy communication from the participating charity, only 42.4 per cent were able to remember having received it.” ’
Mal says, “Could that possibly be because the charities in question didn’t repeat the message often enough?”
What’s holding you back from communicating more with your donors about legacy giving?
Please note that the total of these numbers is well in excess of 100 per cent because some respondents indicated that more than one factor bore on their decisions to pledge. And, as Sargeant and Jay point out, the large proportion of ‘other’ factors ‘reflects the wide range of often very personal motives that were expressed for this form of charity support.
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