This is real bugbear of mine. Why is it called a bugbear? It is derived from the Middle English bugge (anything frightening, a goblin) and “bear,” referring to a creature that haunts or kidnaps children, often equated to a bogeyman. But now means: a pet peeve. How did that happen?
Some questions about legacy leaflets:
Who wants them?
Why do they want them?
Who drives the need to produce one?
My answers:
Enquirers want them – nobody else. How many requests have been made in the last year?
Do they think there are loads of details they need? Yes, but they are wrong.
Trustees and leaders want them, but they do not understand legacy fundraising. (Ask them how many legacy leaflets they have asked for).
Next questions
Should we make action easy for prospects (simple definition of affordable gifts, charity name and number)?
Or should we complicate their legacy journey by using awful legal language and suggesting they sit down and research/review everything they own and pages of information which delays action?
Or should we focus on the impact of their legacy gift?
Do most prospects with a family ignore legacy communications? If so, how can we change their minds?
The current donor climate and next questions
In the eyes, ears and brains of current prospects is it wise to produce print when times are hard? Or is it better to draft a letter explaining your charity’s frugality by attaching a pdf (of your webpages) or just send them a simple, cost free letter/email? Which is more personal and financially prudent: a letter or a brochure?
Final question
Who are your best prospects? Answer: loyal supporters and you can’t just send them a legacy brochure. But you can send them a Gifts in Wills news (so popular) or even a letter indicating your ambitions to secure your long term future in these fragile, uncertain economic times.
The issue in question is: Do we just give in and “satisfy their perceived legacy information needs” or do we make action easy and give them a good surprise so they say, “I can do this!”?
My pet peeve is finished. Please do not think of me as a goblin, just a messenger sharing views of supporters I meet. #legacyfundraising #legacies #legacygiving #ciof #philanthropy #fundraising