To ensure you develop the most evidence based legacy campaign, we meet: your donors, prospects, volunteers, service users (and their families) and staff and ideally trustees or board.
We find out:
- When they make a Will
- Why they make a Will
- Why and when they change their Will
- Why they do not make or change their Will
- Whether they would like a free or discounted Will and if they do – then how the idea should be promoted
- What they know about Wills and the barriers and perceptions (or misperceptions) they have
- What messages they would find helpful and useful
- Who should give Will making advice from your charity
- Which channels they use to fund out about Will making and what information can be discussed in each channel (websites, social media, newsletters, legacy brochures, events, advertising, direct marketing etc)
Having found out all their emotions about, and reasons for, Will making we progress onto legacy giving
- Have they left any legacies to charities
- If they have: then what motivated that decision
- If they haven’t then why not.
- What their knowledge is on the different types of legacies
- What might motivate them to leave a charitable legacy
- Which messages would turn them on or off
- Who are the best legacy heroes/champions to promote the messages
- Which channels are likely to make theme take action
- The best call to action to help them do it
- How they want to maintain contact with your charity (if indeed they want any encouragement (or engagement)
- What (if any) recognition would they like for their families and friends after they have gone
- We test any thing you like!
And just in case you are thinking this is all very “death” focussed – it isn’t .The first part of every group concentrates on every part of their philanthropy life and how they feel about all your communications and the number of charities and causes they support and why they support them.
And then we have a number of questions (which are just stunningly useful) to gain their real potential.
Focus groups for each audience or segment have different objectives to break down internal or external barriers. And the trustee/board focus group concentrates on ROI and evaluating and monitoring performance to get them on your side.
As you now gather this research informs your strategy. Without research your strategy is based on guesswork. One problem is that current research is based on “planned giving” in the USA and we are NOT AMERICAN!
A word of warning: Every part of the UK, and the world, is different. For instance: tax savings can be important for wealthy people but less well off prospects hate the tax saving message because it conveys the impression you have to be wealthy to leave a legacy. In the UK only 8% of those who die pay inheritance tax so be careful!
We can help you in any research you want to provide an evidence-based strategy. Developing a sustainable and cutting edge strategy is an ambitious objective and we try to break new ground in every campaign to provide a unique aspect to each one we are involved in. Each cause and each charity is different and so are the motivations to give legacies.
Staying up to date
Focus groups can ensure you stay up to date with changing trends. And legacy giving trends are changing fast. Asking your stakeholders really focused questions enables you to gain an informed view and to unlock your legacy potential.
Facilitating bespoke legacy focus groups, Radcliffe Consulting has helped over 600 charities fine tune their legacy fundraising strategy in this way. Whether you are a small local charity or a global cause operating around the world we can help.
One thing is for sure: 1 in 3 of your stakeholders is a prospect (volunteers, committed donors, HWNI, lottery player, lapsed donors, staff, those who listen to your community presentations, service users) are keen to leave a legacy – the key is how you do it. And you can only find the solutions through research.
“As a medium-sized charity, working with a difficult fundraising cause (HIV/Hep C), legacy fundraising had been something we had not previously prioritised. Richard not only helped us to clarify and focus our thinking about the potential value of a legacy focus group but also gave us the confidence to believe that we could work towards gaining our share of the legacy market… we are now confident that this can be a significant area of fundraising for us going forward.”