So, what really annoys me about trends in legacy fundraisers and legacy fundraising? Sorry. Do not stop reading now. You might have to challenge yourself.
Young people think differently, act differently and do not always understand, the mindset and lifestyle of us oldies.
I was young once (!) and when I started in legacy fundraising, well over three decades ago, I thought I knew everything by following research trends in lifetime giving/donations.
Boy, was I wrong and arrogant. (BTW -Legacies are not a donation. They are an investment)
I just assumed I understood “oldies”.
I remember when I first started meeting supporters thinking “oldies are on another planet and so misguided. They do not understand fundraising”.
Over recent decades, as I age, I realise I was on the wrong planet NOT the really best supporters.
Trends:
“Let’s offer a free Will”
“Let’s do digital”
“Forget print it is expensive”
Now address these issues:
· Most young people do not have a Will. Most oldies do.
· Most young people do digital. Most oldies do not.
· Most oldies keep print. It is re-read. How often do you re-read an email or social media post?
A free Will can be useful for some (every fact in legacies is a truth and an untruth). But, generally, you are assuming people like me are idiots. And I am now of an age to be a perfect prospect. And I have a Will and it is up to date. SO what would you ask me to do to “take legacy action” .
Digital is great for oldies but mainly for family/personal fun connections.
MY PLEA FOR 2026
Will all fundraisers aged under 40 (ish!) please contact their oldest relatives and start a journey of discovery on what it is like to be an older supporter and how they like to be made aware of the impact of a legacy gift. And their preferred call to action.
For heaven’s sake, WHEN do you want the best ROI? When you are dead and forgotten? Or when you are still in your legacy fundraising role?
So, stop copying others and following a trend which is very possibly misguided. Become a trend setter.
#oldies #fundraisers #fundraising #legacyfundraising # #philanthropy #changingmidsets #donors #donorcare #legacy strategies