If you’re serious about developing a pipeline of legacy donors, you need strategies and tactics that go beyond a mere “tick-the-box” exercise. Building a robust legacy pipeline is about creating meaningful engagement that sparks curiosity and make donors excited to continue on this journey with you.
Here are five ways you can inspire potential legacy donors to take the next step:
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Create Personal Connection Opportunities
When it comes to legacies, it’s all about personal connections. Hosting events like a “Legacy Open House” where prospective donors can meet with current legacy pledgers can be a powerful and immersive experience for donors. By giving your existing legacy donors a platform to share their experiences and tell their legacy story, you’re creating a community where potential donors can envision themselves.
You can also personalize your follow-up. Handwritten notes from your CEO or program staff can be a nice touch that shows you value the individual relationship. Let them know they’re part of something bigger and significant.
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Leverage Digital Storytelling
Digital storytelling is a great way to convey the impact of a legacy gift. Share inspiring stories across your social media channels, website, and email newsletters. Visual storytelling can be particularly effective—think short videos highlighting the transformational impact of legacy gifts, or a photo reel with captions from beneficiaries.
In addition, the legacy page on your website should have a mix of photo and video testimonials, articles, and case studies. Use these to spotlight the lasting impact of legacy giving by linking them to real-world outcomes. Make it engaging and easy for donors to dive deeper by incorporating an FAQ section or a “Meet Other Legacy Donors Like You” page.
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Use Surveys to Gauge Interest
Surveys are a fantastic tool to engage donors while subtly normalize legacy giving. Craft a survey that asks about their values and how they would like to be remembered. Questions like “What legacy would you like to leave behind?” or “What causes are most important to you?” can help you gauge their interest in legacy giving.
Follow up with personalized information or resources based on their responses. Even if they’re not ready to commit to a legacy gift, surveys can lay the groundwork for future engagement by keeping the conversation going.
For a sample survey, head to my Resources page.
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Incorporate Legacy Messaging in Regular Communications
Legacy messaging doesn’t need to be confined to annual reports or specific fundraising campaigns. By weaving it into regular communications—newsletters, social media posts, and even thank-you letters—you’re normalizing the concept of leaving a legacy.
This is what my dear friend Jen Love calls: ✨ Legacy Dust ✨
For example, consider ending emails with a subtle, “Interested in learning more about how you can leave a lasting impact? Click here to learn about legacy giving.” This way, you’re continually planting the seed without being intrusive.
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Offer Legacy-Specific Engagement Events
Hosting events specifically around legacy giving can be a unique way to deepen donor engagement. Consider organizing “Legacy Vision” workshops, where donors can explore what legacy means to them. Bring in guest speakers like estate planners or legacy experts to provide valuable information, answer questions, and inspire attendees to consider their legacy.
Don’t forget to make these events as interactive as possible. Breakout sessions where donors can brainstorm or discuss their ideas with others can spark powerful conversations and connections. And remember, these events don’t have to be in-person. Virtual events can also be effective for reaching a broader audience.
Building a robust legacy pipeline is about creating genuine, lasting connections. By implementing these engagement ideas, you’ll not only inform your donors but inspire them to consider the legacy they want to leave behind. It’s not just about raising funds—it’s about cultivating relationships that will endure for years to come.
Happy fundraising!