Launched in 2020 Legacy Fundraising 2.0 aims to generate evidence, insight and discussion on the value of digital legacy fundraising.

Legacy Fundraising 2.0 sets out to assess how best to use digital and social media to raise awareness, acquire new legacy donors and steward existing supporters, by exploring a number of important themes:

Good practice in digital and social for legacies.
Understanding digital donors.
Innovative platforms and approaches.
Making more noise about legacies.
The shift to always on.
Building digital skills and buy-in.
Measuring success.
From ideas to action. Our clients know how important digital and social marketing will be in the future. But with so much information out there and limited capacity, what practical steps should we take now to make things happen?

“The Legacy Fundraising 2.0 project has been well organised, insightful and bang up to date helpful. Just what I’ve come to expect from Legacy Foresight. I’d recommend to any legacy fundraiser.”
Barry Hunt, Legacy Lead
Scope

How it works

Legacy Fundraising 2.0 is a rolling research programme, with each year building on the one before. The pilot programme launched in 2020, which laid the foundations by collecting evidence on the current scope of digital legacy fundraising, as well as conducting ‘social listening’ research into the conversations taking place on social media around legacy giving.

During 2021/22 we will be focusing on two key issues:

Understanding digital legacy stewardship
Developing digital legacy benchmarks.

We use a wide range of research methods as appropriate, including:

Desk research – to uncover important underlying issues to explore in our own research, and to identify interesting sources and experts to draw upon
Expert panels – to stretch and challenge our thinking, including inviting key experts to attend project workshops and feed into project findings
Focus groups and depth interviews – to understand donors’ motivations, experiences and expectations
Consumer surveys – to track the incidence and value of giving by method
Social listening research – to uncover the key topics, emotions and behaviour driving
online conversations around a specific topic
Best practice and case studies – to establish the current status of fundraising across our learning circle members, and to find the most innovative and effective strategies
Benchmarking – to measure the prevalence and cost of the fundraising approaches used, and the responses achieved
Group discussion – bringing charities together to share ideas and challenges

All learning circle members receive

3 reports summarising key messages from the member survey, case study conclusions and supporter research.
Detailed benchmarking results (if data is provided)
Presentations and workshop notes (PDF)
Workshop recordings
A summary report aimed at senior managers and trustees
Access to the Legacy Foresight Client Area
Regular newsletters and project updates

Costs

The cost per organisation for the 2021/22 cycle will be based on their average voluntary income (i.e. income from donations and legacies) in the 3 financial years 2017/18 – 2019/20, based on published accounts data stored on the Charity Commission Register of Charities:

Over £10m: £3,000+VAT

Under £10m: £2,000+VAT