When fundraisers make assumptions about a prospective legacy donor’s motivations, financial capacity, or emotional attachment to a cause, they unintentionally strip the donor of their agency and decision-making power (I first addressed this in a post from the vault). This not only undermines the donor’s autonomy but also potentially deprives the charity of significant support. It’s crucial for fundraisers to recognize that their role is not to judge or decide for the donor but to create an environment where donors can self-identify and make informed, empowered choices about their legacy.
Assumptions and Their Consequences
A common assumption fundraisers make is that only wealthy individuals can afford to leave a legacy gift. This belief can lead fundraisers to exclude potential donors who may have the desire to contribute but are perceived as financially incapable. By making such assumptions, fundraisers may inadvertently limit their organization’s outreach and alienate donors who are passionate about the cause.
For instance, a donor might not have a large disposable income but could have assets like property or investments that they wish to allocate to a charity in their will. By assuming that only the wealthy are suitable for legacy giving, fundraisers close the door on these opportunities, thereby diminishing the donor’s ability to contribute in a meaningful way. This is why I always ask prospective clients about their monthly and mid-level giving programs because those donors represent the potential pipeline for legacy gifts (read this post from the vault).
Understanding the Donor’s Perspective
Each donor’s motivations and passions are unique and deeply personal. Some may be driven by a desire to leave a lasting impact, others by a strong emotional connection to the cause. Some may want to honour a loved one, while others might see it as a way to continue supporting a charity that has had a profound influence on their lives. When fundraisers impose their own assumptions about what drives a donor, they miss the chance to engage with them on a deeper, more meaningful level.
Instead of making assumptions, fundraisers should focus on understanding each donor’s perspective by asking open-ended questions and listening carefully to their responses. This approach not only helps in building stronger relationships but also allows the donor to feel seen and valued, enhancing their experience and connection with the charity. Inherently, as a fundraiser, you will also feel motivated and inspired by seeing the charity’s mission reflected back to you as seen through your donors’ eyes.
Empowering Donors Through Self-Identification
Rather than deciding whether a donor can afford a legacy gift, fundraisers should create opportunities for donors to self-identify their interest and capacity. This can be achieved by providing clear, accessible information about legacy giving options, emphasizing that gifts of any size are valued and impactful. Fundraisers should also highlight stories of diverse donors who have left legacy gifts, showcasing that legacy giving is not reserved for the wealthy but is an inclusive opportunity for anyone who wishes to make a lasting difference.
By focusing on demystifying all aspects of legacy giving, fundraisers empower donors to make informed decisions that align with their values and financial situation. This shift from a judgment-based approach to an empowerment-based one not only respects the donor’s autonomy but also fosters a deeper, more trusting relationship between the donor and the organization.
Ultimately, the role of a fundraiser is not to decide on behalf of a donor whether they can or cannot afford to leave a legacy gift. Instead, fundraisers should facilitate a process where donors can explore their options, understand the impact of their potential gift, and make decisions that resonate with their personal values and financial circumstances. By removing assumptions and focusing on empowering donors, fundraisers can help more individuals leave meaningful legacies, thereby benefiting both the donors and the causes they care about.