Digital legacy campaigns: How can you use digital to attract more prospective legacy-giving donors?
This demographic is a natural fit with many legacy fundraising strategies whereby older donors are central, but so many legacy campaigns remain loyal to offline channels such as direct mail.
This could potentially mean that charities are missing out on reaching the approximately 28% of people who say they would like to leave a legacy to a charity of their choice but haven’t.
As Crunch have written about recently, more and more charities are investing in digital to increase funds and raise their brand awareness. The opportunity is there; running a digital legacy campaign can contribute to an uplift in increase legacies targeting the right demographic on the right platforms. £2.8 billion is left annually to charities in wills and digital could help that grow.
WHAT DIGITAL LEGACY CAMPAIGNS OFFER:
1. Legacy campaigns are extremely difficult to track – some campaigns can take years before you see a result. With digital legacy campaigns, however, legacy fundraisers can test and learn in real time. Ads can be altered on the go if something isn’t quite working and you can gain instant results through digital channels; knowing how many people the ads have reached and interacted with, as well as maximising your Return on Investment, and justifying more budget in future legacy campaigns.
2. Provide innovation: nowadays, it’s about thinking outside the box to engage and encourage your audiences, new and old, to interact. A favourite of ours is from St Mungo’s, whose mission is to end homelessness. On their website, they created a video, a quiz and a personal email legacy journey to resonate with emotions of potential legacy donors and have them interact with the truth of homelessness and its widespread issue in the UK.
3. Get creative with video and website content: it’s important to make your charity stand out – you don’t want to ask until the very end for a legacy donation. People need to be aware of your charity’s legacy scheme well in advance, perhaps at particular moments of a person’s life e.g. marriage, illness, retirement etc. Digital legacy campaigns can help nurture those people and ingrain your charity into their mind. To help build awareness, you need a strategic advertising campaign, including creativity and an element of something different! Create a video (even a homemade mobile video works!) to grab people’s attention and to post on your website and social media. Make your charity’s legacy marketing different!
TOP 3 DISTINCTIVE ONLINE LEGACY FUNDRAISING EXAMPLES
Alzheimer’s Society’s legacy page is punchy and straight to the point about their ambitions to defeat dementia. For us, it’s their use of video and their personal-approach that cuts the mustard. Using Don’s story, the impact of dementia is brought to life through Don’s personal experience. Additionally, the reader is taken on a story of dementia and finding a cure for it elevating the poignancy and importance of legacy giving.
Breast Cancer Now’s legacy page is well-designed and persuasive. The page starts with a strong call to action highlighting the promises that BCN make to those considering leaving a will to them.
Their legacy promise is clear and reassuring, combined with strong images of BCN’s work and inspiring pictures to motivate people to get involved. Read about our work with Breast Cancer Now here
This page is a great example of being website-bold; stories are shared showing their impact. Here, Street League used a video case study – a great way of interacting with the audience, providing evidence of the effect of leaving them in your legacy has and most importantly, inspires supporters with the power of legacy.