Building & scaling your legacy giving program
by Kevin Wilson on June 28th, 2023Did you know that every dollar you invest in a legacy program will result in a higher return than any other form of fundraising? Yet many organizations are hesitant to approach their donors around this important area of fundraising.
“The number one reason people don’t leave legacy gifts is because nobody ever asked them.”
– Lynne Boardman, Managing Director & Head of Client Services, Harvey McKinnon Associates
A legacy program can truly be the best investment your nonprofit ever makes. But navigating this tricky fundraising terrain can be challenging for many fundraisers.
But fear not! HMA’s Lynne Boardman was recently a guest on US fundraising expert Tammy Zonker’s excellent podcast Fundraising Transformed to tackle this difficult, yet valuable subject.
Listen here: https://tammyzonker.mykajabi.com/blog/54-building-scaling-your-legacy-giving-program
In this one-hour podcast, they discuss the “how”, the “why”, and the “what” of legacy giving, providing case studies, strategies and common pitfalls. If you’ve ever wondered about legacy giving, or have been fearful of diving in, this podcast is a great introduction to the subject that will surely make you feel more confident to apply it to your own organization.
See how HMA has helped our clients with many successful legacy campaigns here. Are you looking to start or improve the legacy program at your organization? Contact us today!
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Oxfam Newsletter Legacy Feature
A quarterly donor newsletter for Oxfam Canada that includes a section highlighting legacy giving.
University of Alberta Legacy Survey
This was a traditional direct mail campaign leveraging a long-form survey to learn more about their donors and identify those who are interested in leaving a gift in their Will.
Plan International Legacy Microsite
HMA led on the design and implementation of a microsite focused specifically on legacy giving.
Amnesty International Legacy Campaign
This legacy package includes a booklet that features stories of families that have been reunited thanks to donor support. It also includes a survey to ask donors if they would consider leaving a gift in their will.
Children’s Health Foundation Legacy Booklet
A scrapbook-style legacy booklet featuring the history of healthcare at Children’s Health Foundation of Vancouver Island.
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Lions Foundation of Canada Dog Guides Facebook Ad Campaign
A lead generation campaign including a series of Facebook ads and landing pages.
Marmot Recovery Foundation Facebook Ad Campaign
A lead generation campaign including a series of Facebook ads and landing pages.
Georgia Straight Alliance Year End Campaign
This has been a successful annual digital fundraising campaign that includes a series of seven emails.
Rare Trait Hope Society Website Redesign
HMA led on the redesign of the website for the Rare Trait Hope Society, an organization whose mission is to help children suffering from ultra-rare diseases.
Vancouver International Film Festival Email Campaign
A digital fundraising campaign including a series of four emails.
Oxfam Canada Threads of Change
This campaign was so successful it was featured in I Wish I Thought of That (IWITOT). The direct mail package includes a piece of fair-trade fabric and asks the donor to write a message of hope and send back to be included in a commemorative quilt.
Indspire Calendar
This direct mail fundraising package includes a calendar featuring artwork created by Indspire bursary recipients.
Lions Canada Dog Guides Newsletter
This direct mail package features the ‘Pawsitivity Report’, a quarterly donor newsletter that focuses on sharing the impact that donors make in providing dog guides to those who need them.
Greater Vancouver Food Bank Monthly Donor Invite
We created the design and copy for this direct mail monthly donor conversion campaign.
We also created a new monthly donor club logo. The logo consists of 12 blue hearts, representing each month the donor donates. The hearts create a circle that encompasses an orange circle, which conveys a feeling of unity and community.
This campaign included integration through direct mail, telemarketing, and e-mail. It also included a match as an incentive.
April Campaign
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Greater Vancouver Food Bank Holiday Campaign
This campaign continues to improve every year. From the first year they started integrating digital with direct mail, the Food Bank has seen a 227% increase in revenue. The combination of direct mail, Facebook ads, e-mails, and a campaign-specific donation page has really increased the online donations, with more than 70% of the donations to this campaign now coming online.
Amnesty International Light of Hope Campaign
This annual campaign leverages direct mail and other physical components with e-mail and other digital components, to deliver a strong integrated approach.
BC Children’s Hospital Foundation Holiday Campaign
A highly successful integrated fundraising campaign including direct mail, e-mails, and digital ads.
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