Rationale: Why Adding a Legacy Fundraising Ask May Not Work in an Upgrade, Reactivation, or Gift Aid Telephone Campaign

 

Rationale: Why Adding a Legacy Fundraising Ask May Not Work in an Upgrade, Reactivation, or Gift Aid Telephone Campaign

Incorporating a legacy fundraising ask into a telephone campaign designed for upgrades, reactivations, or Gift Aid appeals may seem like a practical way to diversify fundraising efforts and may even be tempting to do so!

However, there are several compelling reasons why this strategy may be ineffective or counterproductive. These include the differing nature of legacy fundraising, the risk of alienating donors, and logistical challenges.

  1. Misaligned Objectives and Donor Intent
  • Primary Focus of the Campaign: The objectives of upgrade, reactivation, or Gift Aid campaigns are transactional and immediate in nature. They focus on securing short-term commitments, such as increasing regular donations, re-engaging lapsed donors, or clarifying administrative details like Gift Aid declarations.
  • Legacy Giving Complexity: Legacy giving is inherently a long-term, highly personal decision. It requires donors to contemplate their mortality and make significant life planning choices. This differs fundamentally from the transactional tone of upgrade or Gift Aid conversations, making it unlikely to resonate effectively.
  • Financial Impact on charity: Legacy gifts have a significant financial impact on charities, often exceeding the value of regular or one-off donations. Given their importance, legacy campaigns warrant dedicated resources and attention to maximize their potential. Treating them as an add-on risk undervaluing their transformative impact.
  1. Risk of Alienating Donors
  • Tone Sensitivity: A legacy ask may feel abrupt or inappropriate to donors who expect a conversation about immediate support or administrative updates. Discussing Wills and estates can evoke discomfort, potentially harming the relationship with donors who are unprepared for such a discussion.
  • Perceived Insensitivity: Including a legacy ask could be seen as opportunistic, especially in reactivation campaigns, where donors may already have a sense of detachment from the organization. This could further deter them from re-engaging.
  • Relationship Building: Legacy fundraising is as much about relationship-building as it is about securing gifts. Stand-alone campaigns allow for longer, more meaningful conversations, enabling callers to understand donor values, answer detailed questions, and foster trust. This is challenging to achieve when legacy asks are part of a fast-paced multi-purpose campaign.
  1. Donor Readiness and Emotional Timing
  • Stage in Donor Journey: Legacy fundraising is most effective when donors are at a mature stage in their relationship with the charity. Donors being approached for reactivation or upgrades may not yet feel a deep enough connection to consider leaving a legacy gift.
  • Emotional Readiness: Legacy giving involves profound personal decisions, often tied to deeply held values, memories, and emotional connections. Asking for a legacy gift as part of a broader campaign risks coming across as transactional or impersonal, potentially alienating donors. A dedicated campaign provides the time, space, and empathetic tone required to address this sensitive topic.
  1. Logistical and Campaign Design Challenges
  • Divergent Messaging: Combining legacy fundraising with immediate asks (upgrades/reactivations) may dilute the effectiveness of both messages. Each requires distinct framing and tone, which can be difficult to reconcile in a single conversation.
  • Training Requirements: Our callers need specialised training to handle legacy calls appropriately. Without sufficient preparation, there is a risk of mishandling sensitive discussions, leading to a negative donor experience.  The callers we have on upgrade campaigns are not necessarily those that can or enjoy a legacy conversation.
  1. Risk to Donor Lifetime Value
  • Detracting from Immediate Goals: A legacy ask might distract from or overshadow the campaign’s primary purpose, leading to fewer immediate upgrades, reactivations, or Gift Aid declarations.
  • Potential for Attrition: If donors feel pressured or uncomfortable, there is a risk of disengagement, which could negatively impact their lifetime value to the charity.
  • Tailored Messaging: Legacy fundraising requires tailored messaging that resonates with a donor’s long-term vision and commitment to the charity’s mission. It is not about immediate action but about building trust and illustrating the enduring impact of their generosity. By focusing solely on legacy giving, callers can craft conversations that align with the unique nature of this type of gift.

Conclusion

Introducing a legacy fundraising ask into an upgrade, reactivation, or Gift Aid telephone campaign is unlikely to yield positive results and may even harm donor relationships.

Legacy giving is not merely an additional fundraising opportunity; it is a distinct and strategic form of donor engagement that requires careful planning and execution. Conducting stand-alone legacy fundraising campaigns ensures that donors are approached with the sensitivity and focus they deserve, resulting in more meaningful conversations, higher engagement, and ultimately, a greater long-term impact for the charity.

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