Legacy Online

I'm not sure if you mean pop-up ads on the charities' own sites or on third party sites. To some extent I don't believe it matters: yes, it can work provided the appeal is compelling, targeted and timely.

I'd recommend starting out by testing such appeals on the charity's own site - and email newsletter. (The latter of course can allow for far better targeting - provided you have collected relevant data about each subscriber).

I'd steer clear of pop-ups though as they can annoy users, and might not always be very accessible to all users. Stick to banner/button ads throughout your site, not just on the fundraising/giving pages.

Ensure that there is a section to the site that mentions legacies, but don't just give the standard pecuniary/residuary spiel of a million legacy leaflets. Include case studies of people who have left a legacy, or at least pledged a legacy, and explain why they did so and what a huge impact it has had or will have.

As always, you need to capture data so I'd suggest including a response form that encourages people to either ask for more details and/or lets you know they have already pledged a bequest in their will.

I personally feel that legacy advertising is not just a scattergun approach but a scattergun with your eyes blindfolded having been spun round several times. The people who'll write you into their wills are those who support you over time - even if you don't know who they are! Pop up advertising might work to help recruit the living - who might in turn write you into their wills if you've persuaded them, over time, that your charity is the best possible way of changing the future.

Try building the relationship first.

Why not try it and see? If you've already got the website it will cost very little to find out - and if it works share it with us on this forum!

David