Research by direct-to-digital agency TDA and a consortium of five charities indicates that legacy fundraisers and direct marketers need to re-think communications strategies to engage with potential legators on a more personal level.
The quantitative study of charity supporters revealed three distinct attitudes to leaving a charitable bequest. Around 30% were actively considering pledging a legacy or had already done so, 41% were open to the idea, and 29% said they would not mention a charity in their will.
TDA’s Head of Fundraising, David Burrows, believes that the survey suggests that charities should segment their databases more strategically. This would enable the development of more relevant propositions and creative executions according to people's willingness to consider a legacy gift. Currently, many charities treat potential legators as one homogenous group.
He added that the study supported findings from earlier focus groups carried out by the TDA legacy research consortium, particularly those surrounding the importance of language and tone.
Burrows said that saying the right things in the right way can help lift many of the barriers that might stop people leaving a legacy. "Simple measures – such as talking about gifts or donations rather than using the term legacy – can make a real difference," he said.
The charities involved in the research were Barnardo's, The Guide Dogs for the Blind Association, The National Trust, Save the Children and World Vision.
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