MaWO Legacy Loop - The Changing World of Legacy Giving - Richard Radcliffe

Описание: Discover what’s changing fast in legacy giving — and what to do about it.

In this Legacy Loop session, legacy fundraising specialist Richard Radcliffe shares practical insights from 35 years in the sector and research involving 38,000 donors across hundreds of charities. We explore how donor behaviour is evolving, why letters of wishes are playing a bigger role (with many legacy intentions now sitting outside the will), and how charities can build donor-centric, distinctive legacy communications that don’t fall into “copycat campaign” territory.

You’ll also hear discussion on:

How uncertain financial futures and blended families are reshaping legacy decisions

The growing importance of clear, simple messaging for inquirers, next of kin and executors

Building a compelling legacy vision that’s fundable, urgent, credible, inspirational and tangible

Why charities should focus messaging on updating wills, not just making new ones

Calls to action that work — including the idea of a 1% legacy ask

The session finishes with a short breakout discussion (what prospects want to know + effective CTAs) and a Q&A touching on smaller charities, generational communication, and legacy percentages.

Next Legacy Loop session scheduled for 24 March

If you work in fundraising, supporter engagement, or charity marketing — this one’s packed with useful takeaways.

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