I was doing some research on legacy fundraising packs last week at Royal Mail's Market Reach in Soho. Here were three ideas and concepts that I really liked.
Macmillan Cancer Support - asking donors for their feedback and opinion
The first pack was for Macmillan. It wasn't a direct legacy ask, but instead asked supporters for their opinion on three legacy ads that they were thinking of running later in the year.
Each ad had a handwritten question for people to consider. Here's one of them:
I thought it was a very clever way to get people thinking about legacies without actually asking for legacies. The pack also had a response form where people could give their feedback and also ask for more feedback on how they could leave a gift in their Will. Simple, but clever and I'd love to know how it was received.
The Brooke - using nostalgia and a vision for the future
I also really liked the pack from the Brooke. It was written from the granddaughter of the founder of the charity. It was a very personal story about her grandmother and the values that inspired the founding of the charity.
As well as using nostalgia to look back (see the picture below), it also sold a vision for the future and clearly demonstrated how the donor could play a part in that by leaving a legacy. Here's a couple of sample paragraphs that demonstrate this:
"As you are one of our most caring supporters, I'm wondering whether you too might be moved and inspired by the possibility of making a lasting difference for animals, like the one my grandmother has made. By leaving the Brooke a gift in your Will, you could transform the lives of countless working animals, and all the people who depend on them to earn even the most basic living.
"Just for a moment, I wonder if you could think of the world as you'd like it to be, perhaps in a few generations time. Perhaps you think of it as a place where every foal can grow up free from fear and suffering."
Alzheimer's Society - linking an everyday activity with leaving a legacy
Although I didn't think the copy was as donor centred on this pack, I liked they way they linked the gimmick/incentive of a teabag with the issue of caring for someone with Alzheimer's.
An insincere p.s.
One thing that stood out in all best packs I found was that they focused on the donor and how they could change the world. They also seemed like a letter from one person to another and were very believable.
Unfortunately, one pack that asked for donor feedback and comments (not one of the above packs) let itself down by then saying this in the comments:
"I value your opinion and it is always great to hear about the thoughts of someone who cares about the work we do. I hope you will understand that unfortunately we cannot respond to every comment."
What a way to blow the goodwill you've spent four pages building!
Basically this p.s. says "Give us your money, we don't really care what you think, you're one of thousands of supporters and we're hoping enough of you will give. The survey was just a gimmick we've been told to include as it boosts response."
Such a caveat surely can't be good for your long term legacy engagement plan?