Legacy

Legacies | Supporter Experience

How to harness loyalty to grow legacy giving

Tuesday 07/07 | 15:00 - 16:00 | Barbican Centre

According to the Smee & Ford Legacy Trends 2019 report, legacy income has increased by 10 per cent to over £3bn per year. There's a lot known about the amounts people give and the causes they give to (the what) but until now, very little about 'the why'. We will share our research that uncovers WHY people leave a legacy and reveals the most important emotions and feelings that foster legacy giving. We also decode the barriers. These insights will allow you to understand the impact that growing loyalty has on legacy giving. For example, we know that on average, supporters with high loyalty are seven times more likely to leave a gift in their will than those with low loyalty. This session demonstrates the importance of growing loyalty to legacy giving and presents a model to help grow loyalty that you can apply immediately.

Roger Lawson

Director at About Loyalty

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Richard Spencer

Director at About Loyalty

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Sponsored By:

National Free Wills

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