With nearly £2 billion at stake in terms of annual legacy income to charities in the UK, legacies take some beating as a fundraising opportunity.
This practical guide from the Charity First Series will encourage smaller charities that legacy fundraising can be for them, as well as being a refresher for larger organisations who want to review their own legacy programmes. The good news for smaller charities and those on a tight budget is that legacy fundraising does not need to be expensive to be effective, and the guide describes the best way to go about building a successful programme. Amongst other topics, it includes promotion, donor care and recognition, how to broach the subject to potential donors, developing a legacy culture and how to work with the donor's legal advisers. Although some investment in resources will certainly repay itself, as this guide will show, starting legacy fundraising from scratch can begin to make an impact without a large budget.
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