A new webinar series has been launched to help charities salvage their reputation with successful legacy fundraising campaigns.
Delivered by legacy data provider Smee & Ford and Richard Radcliffe, a specialist in the field, the webinars have been developed to help charities wipe away the public’s doubts and frustrations following the undercover investigation, published last year by the Daily Mail, which placed charity fundraising under increased scrutiny.
Structure of campaigns
One of the key topics for the webinars – called Starting your legacy from Scratch – is the overall structure of a legacy campaign. By delving into the legacy fundraising lifecycle, delegates will learn how to be more successful in communications, tactics, cultivation and stewardship, and evaluating success.
Radcliffe said: “Charities have a choice to make about how they respond to challenges facing their organisations. The best defence is to show how you use a donor’s money and the impact you have. This is the best time to launch a new legacy campaign as you can reassure donors you are a great long term investment, openly announce your strengths and be 100% honest about your failures.
“The decision to include a legacy is driven by logic as well as passion. Is your brand top of mind? Is your performance, financial and impact, top of mind? Do stakeholders know how you are funded and the difference a gift in their Will, however modest, can make? We are pleased to offer these webinars in the hope that we’ll be able to paint a more accurate picture of today’s legacy landscape and the well-informed, savvy donor.”
Starting your legacy from Scratch is now available to view on demand and other upcoming live webinars are taking place on 24 May and 16 June. Click here to learn more about all three Webinars within the series and to register.
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