3 Key Insights on Why Supporters Don't Tell Charities When They Leave a Legacy

FEARS OF BEING BOMBARDED WITH COMMUNICATIONS PREVENT OVER 60% OF SUPPORTERS REVEALING THEIR PLANS TO LEAVE A LEGACY

On the 8th of October fastmap, Freestyle Marketing and Fi Riley, Head of Legacy Marketing at BHF, took to the stage at the Institute of Fundraising’s Legacy conference at One America Square, London.

At a previous session on legacy, at the IoF’s Fundraising Convention 2018, we polled the audience of legacy fundraisers to identify one of the most important questions they wanted answering: ‘Why won’t people tell us when they leave a legacy?’. At this follow-up session we were able to reveal the results of this research.

The online survey of 1,000 people aged 50+ provided some key insights:

1. The top 2 reasons for not telling a charity were ‘It’s a private decision’ (82%), ‘They will bombard me with more communications’ (63%)
2. The 3 motivations for telling a charity were ‘If it helped you get the most out of their gift’ (45%), ‘If you told them how their gift might make a difference’ (35%), ‘If you told the family what a difference the gift made’ (31%)
3. Women are more motivated by those 3 motivations than men, but are also less likely to tell the charity.

David Cole, Managing Director, fastmap:

“Even this top level legacy marketing research we have completed in this area is proving helpful for fundraisers, who may now be more cautious about how they communicate with people who have told them they would leave a legacy.”

If you find this subject interesting please keep an eye out for the legacy marketing webinar we are planning on the same topic. You can also take a look at our legacy fundraising report which details some of our previous legacy research into the barriers and motivations for giving that is ideal for those of you planning your 2019 legacy marketing strategy.

To find out more about how fastmap can help you with your legacy marketing campaigns and overall legacy fundraising strategy, visit www.fastmap.com or get in touch with David Cole, Managing Director, fastmap on +44 (0) 20 7242 702 or david.cole@fastmap.com.