Creating a Compelling Legacy Story

Leonard Cohen once said “putting your house in order, if you can do it, is one of the most comforting activities, and the benefits of it are incalculable.” Recent significant bequests and a new emphasis on legacy fundraising reminds us of the transformative nature of legacy gifts. 2into3’s Irish Giving Index has noted a strong increase in legacy donations in recent years and it seems that the taboos of the Irish psyche towards legacies are now firmly in the past. 

More organisations are now viewing legacies as a strategic fundraising method and as we are now beginning to see a proliferation of research into legacy giving the importance of legacy language is not to be underestimated. 

When tailoring your legacy package, consider the following: 

1. The Desire to Make a Difference 
The majority of people are looking to leave something behind for future generations. Of course, the biggest barrier to leaving a gift in a will to charity is having children. Acknowledge this! Shape your legacy story to show the impact that a legacy gift can make within the bigger picture of your organisation’s mission and ethos. 

2. Story Telling 
Often, organisational newsletters come with the words “remember us in your will.” An emotive story surrounding a recent donor can be captivating, although not all donors will like to be mentioned publicly.  

3. Thank You! 
Many organisations are turning away from words such as “appeal” when discussing legacies. Instead, focus on thanking your current donors and prospects. Furthermore, do not simply provide a generic gesture, ensure that your organisation offers the sincerest and most tangible thank you possible. This could be in the form of a gift, which may uncover your warmest prospects or silent donors.