Deciphering the data: The legacy myths costing you your best prospects
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Your best legacy prospects are hiding in plain sight within your own database, but fundraisers consistently struggle to identify them.
Join John Roberts (Head of Region, UK & Europe at Dataro) as he breaks down insights drawn from nearly 11,000 confirmed legacy gifts across 237 charities, benchmarked against 32.9 million donors, and outlines why traditional segmentation criteria would have stood very little chance of finding them. The learnings challenge what a “good” legacy prospect has historically looked like, revealing what the data actually shows predicts legacy intent.
We’ll also hear directly from The Brain Tumour Charity, which added predictive modelling to its existing legacy targeting process. They’ll share what their process looked like, why they chose to layer in predictive intelligence, and the real-world results of doing so.
Key learnings from this session:
- Why common assumptions about what makes a “good” legacy prospect are actually costing us pledges (backed by data across nearly 11,000 real legacy gifts).
- What the data actually shows predicts legacy giving intent, and why it’s rarely the obvious signal.
- How The Brain Tumour Charity layered predictive modelling into its existing legacy targeting process, including what changed and the resulting outcomes, as a practical example attendees can apply to their own programme.
Speakers
John Roberts
Head of Region (UK & Europe)
Katie May
Individual Giving Manager
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