This is the pot of gold at the end of the fundraiser’s rainbow
Please treat this section with respect. For if within these pages you can find out how to increase your share of the massive legacy (more commonly referred to as bequests in North America) income that seems to fall each year from heaven above into fundraisers’ laps, you'll have done well indeed. So, this is the place where you’ll find some of the best ideas worth borrowing, truly the all-time greats of legacy marketing.
Exhibits in
this section
NB. Please remember this site is still being built. In coming months we will be considerably expanding the number and range of exhibits presented here.
Article 35 NSPCC legacy training.
How a new approach evolved.
LM200 SOFII’s special legacy showcase
SOFII is bulding an on-line display of instructive legacy (bequest) marketing materials. It’s still in development, but shows real promise. Here’s where you can study recent additions to the showcase from The Royal National Lifeboat Institution, Catholic Children’s Society, The Royal Society for the Protection of Birds, Southern Poverty Law Center, Bread for the World, Human Rights Watch, Union of Concerned Scientists, AARP, University of Michegan, NSPCC and the New York Community Trust.
LM239 Greenpeace Sweden’s legacies commercials
Colourful cartoon characters present the threats to their environment and set up a conversation about legacies for Greenpeace in Scandinavia.
LM 250 Oxford University’s legacies brochure
The dream inspires. A classic legacy promotion brochure with multiple enclosures shows you how it’s done.
LM88 YMCA’s ‘soft sell’ approach to legacy marketing
How a simple offer underpinned by a wise choice of celebrity spokesperson introduced many people to the pleasures and pitfalls of making a will.
LM198 Nature Conservancy Canada legacy direct mail
How NCC accessed the pot of gold at the end of the fundraiser’s rainbow with a classically straightforward but very appealing direct mail promotion.
LM38 Children’s Cancer Institute Australia bequest conversion pack
This very detailed exhibit shows clearly how to ask donors and potential donors for the biggest gift they’ll ever make – a legacy.
FA157 Great Ormond Street Hospital, legacy marketing from 1856
Why is it that the giving and receipt of legacies figured strongly in Victorian literature, yet is largely absent today?
LM6 RNLI legacy letter
When trouble looms, where do you turn but to your supporters? When Britain’s third-largest charity did this recently, the results were surprising...
LM63 Dogs Trust Canine Care card
This light-hearted approach from the Dogs Trust belies what is a hugely succesful and appropriate fundraising proposition. So, does humour really not work in fundraising? This exhibit suggests otherwise.
LM71 Greenpeace legacy beer mat
Smile at the audacity behind this amusing approach but then ask yourself, did it work? Would we all be a bit more successful at raising money from legacies if we took a leaf or two out of Greenpeace’s book.
LM87 WWF integrated legacy marketing campaign
Truly ground-breaking marketing from WWF has potential legators asking ‘Are more men guilty of intestacy than adultery?’
New exhibits coming soon
Lots more exhibits are currently in preparation and will be on display on SOFII shortly.
