Embedding Legacy Conversations Across the IG Supporter Journey
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Details
Legacy giving shouldn’t be treated as a separate fundraising product or conversation. Instead, it should emerge naturally from the relationships we build with supporters throughout their journey.
This session explores how Individual Giving programmes can create the conditions for meaningful legacy engagement by focusing on supporters’ motivations, values and identities rather than channels or fundraising asks. Drawing on practical examples from Oxfam’s supporter journeys, persona development, stewardship programme and the *Stay in the Fight* campaign, it will demonstrate how legacy can be introduced as a natural continuation of a supporter’s lifelong commitment to a cause.
The session will also challenge the idea that legacy fundraising belongs solely to specialist teams, exploring how stewardship, volunteering, campaigning and supporter care all play a role in creating opportunities for legacy conversations.
Ultimately, successful legacy fundraising is less about identifying the perfect moment to ask and more about embedding legacy thinking across the supporter experience, enabling people to see how the values they champion today can continue to shape the future long after they’re gone.
Key learnings from this session:
- Understand why legacy fundraising should be embedded across the Individual Giving supporter journey rather than treated as a standalone fundraising product.
- Learn how supporter motivations, values and identities can be used to create more meaningful and authentic legacy engagement.
- Discover practical ways to introduce legacy conversations long before asking for a gift, using stewardship and relationship-building rather than transactional asks.
- Explore how legacy opportunities arise across volunteering, campaigning, supporter care and fundraising, and why every team has a role in enabling them.
- Gain practical examples from Oxfam’s supporter journeys, persona development, stewardship programme and *Stay in the Fight* campaign that can be adapted to your own organisation.
- Leave with ideas for creating a more integrated supporter experience where legacy becomes a natural expression of a lifelong relationship with your cause.
Speakers
Sinem Bilen-Onabanjo
Head of Legacy Engagement
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