AFP Webinar: Working Your Legacy Pipeline

Identifying and moving donors through a journey that will inspire them to leave a gift in their Will is the bedrock of a successful legacy giving program. With many competing priorities, this process can, at times, feel overwhelming and difficult to execute.

Indeed, a challenge many fundraisers face is how to move donors through an engagement process that will lead to a legacy pledge. The discomfort and lack of time or resources often slows us down which results in a stagnant program with very few pledges. Putting in place a systematic and strategic process to move donors from prospect to pledger with specific messaging and actions ensures that the legacy program will yield more pledgers.

Using examples from many of the countries where Greenpeace has legacy programs and from other INGOs, Ligia will show you how to master a legacy pipeline matrix to move donors through a 6-step process to engage supporters from the prospecting stage to a pledge and raise more donors and gifts in Wills.

Learning Outcomes/Takeaways

1) How to move donors through an engagement pipeline to generate legacy pledges
2) How to systematically and strategically engage donors that will add value to your legacy program
3) Key messages and activities at every stage of the pipeline

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