Digital Legacy Leads – A Facebook-first Approach

This session explores the use of paid Facebook advertising to attract new leads with potential interest in leaving a legacy gift to the RSPB. By using rich content, leveraging Facebook’s targeting capabilities, and adapting the campaign throughout, we work alongside Catsnake to aim to reach audiences aligned with our values and mission. Once captured, these leads will enter a stewardship journey designed to build trust and deepen their connection with our cause over time. Stewardship will include regular communications such as newsletters, exclusive event invitations, and eventually status mailers to try and convert those legacy enquirers to considerers and pledgers. The goal is to continue to use digital channels create a thoughtful, long-term relationship that encourages legacy consideration while celebrating the donor’s ongoing support.

Key learnings from this session:

Ways of using paid Facebook advertising to generate new legacy leads for future stewardship.