In today’s ever more crowded legacy sector there is a growing emphasis on ‘stewarding’ legacy pledgers and prospects, as a way of converting, retaining and growing the value of bequests from known supporters.
But the tactics used, and the underlying objectives vary significantly from one charity to another. With such a long lag between communications and outcome, evidence on the impact and effectiveness of stewardship activity is inevitably limited.
This project set out to understand more about legacy stewardship from both the charities’ and the donors’ perspective, using a combination of detailed charity case studies and in-depth supporter interviews.
This project was funded by a consortium of 29 leading charities. For a copy of the public briefing report, please click here.
We are grateful to our clients for letting us share these top-line findings more widely.
“Legacy stewardship is a journey that starts with an initial conversation or consideration of leaving a gift and seeks to build a long-term relationship with a supporter, deepening their engagement in our work.”
Legacy Marketing Manager at RNIB