A legacy gift is the result of the entirety of the donor’s experience with your organization, starting with their very first gift or other interaction and continuing through every subsequent engagement. Rather than existing as a separate, often-outsourced, siloed program, legacy marketing must be embedded as part of every donor experience, every marketing channel, and every fundraising area.
Download to learn how you can create a compelling proposition for legacy gifts that is consistent with your overall proposition but framed with future gifts in mind. These messages should be carried across all channels and all fundraising programs, flowing into a seamless donor experience.
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Tracy Malloy-Curtis, JD, Vice President, Legacy Giving, Mal Warwick Donordigital
Amanda Krauss, Director of Legacy and Tribute Gifts, Sempervirens Fund