Though every little bit helps in fundraising, bequests are a means of moving toward organizational goals in leaps as opposed to steps. During the session “Planned Giving Marketing – Legacy Leadership Program” at the National Catholic Development Conference, Rich Fox of Rich Fox & Associates, Inc., in Carmel Valley, Calif. cited six basics to pursuing legacy gifts.
Have a mission statement. Mission statements should explain the good your organization is providing.
Develop a planned giving case statement. This should include your mission, vision and values and clearly answer why a donor should leave your organization with a bequest.
Take the next step with a legacy brochure or one sheet. In addition to encompassing your mission and case statements, such literature should provide information regarding how a donor can designate your organization as a beneficiary the person’s will.
Make bequest information available online. Information detailed in your legacy brochure should be easily accessible on your organization’s webpage.
Include legacy information check boxes on gift acknowledgements. Every acknowledgement should have a reply device providing the donor with the opportunity to receive more information on how to make an estate gift.
Create a legacy society. Many organizations have legacy societies to recognize donors who have included the organization in their will. Society members receive regular organizational communications and invitations to events.