Legacy Strategy

Your strategy should include the following:-
 
 

Target

Research who your targets are using your donor database, current staff, trustees, management AND research (if this is possible) on past legators.

Your Story

What is the story for why people should leave your charity a legacy

Aim

When you have your target and your story how are you going to approach your potential target.

   E.G.  create a clear message for your legacy campaign.
            creating a team of volunteer askers
            design and produce a brochure
            offer a legacy pack in everything that is sent out from the Charity
            design a questionnaire to your target markets

Relationships

Build your relationships individually with your potential and living legators.

Evaluate

Find ways to evaluate your legacy strategy in terms of packs being sent out, press coverage, questionnaire returns, presentations, face to face meetings etc.
 

Note:  When you are starting a legacy campaign write down all the ways you can find potential legators, and all the areas that you can advertise your programme.  It is very important to see where you believe your initial approaches begin.

Other fact sheets in Bequests/Legacies
Fact sheet index

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