Understanding the link between legacy and brand
Unlimited access from £25.00 / month
Become a member to gain unlimited access to our extensive content library, packed with valuable resources and insights on fundraising. Plus, stay ahead of the curve with free entry to all our upcoming events.
Details
There are many questions in the minds of legacy fundraisers about the relationship between brand and legacy income. While there is growing evidence that the two are linked, much of it is anecdotal or based on individual case studies rather than robust, sector-wide analysis. In this session, Legacy Futures will share some initial findings from its ground-breaking new research exploring the relationship between brand and legacy giving, revealing some of the key statistical connections emerging from the data. The session will unpack some of the key learnings, before opening into a panel discussion reflecting on what these findings could mean for charities and how they might shape future legacy fundraising strategies.
Key learnings from this session:
- What a strong ‘legacy brand’ means.
- How legacy and brand are linked.
- How charities are currently bringing the two together
Speakers
Anna Turner
Head of Research and Insight
Charley Day- Lennon
Head of Insight
Dominique Abranson
Legacy and In Memory Lead
Matt Smith
Head of Legacy and In-Memory Giving
Related Talks
Creating Meaningful Moments: Using Events to Steward and Engage Legacy Supporters
Perfect for legacy, in-memory, and supporter engagement fundraisers looking to enhance relationships through the power of events.
Working with bereaved supporters
A compassionate, practical guide to communicating with bereaved supporters — covering grief, difficult conversations, tone, and looking after yourself in the process.
Future focus: AI, reimaging family/communities, marketing
A practical, grounded roadmap for the decade ahead — built around what will change, what might, and what never does in legacy fundraising.
Deciphering the data: The legacy myths costing you your best prospects
Data from 11,000 confirmed legacy gifts reveals why your best prospects are already in your database — and why traditional segmentation is missing them.