THIS Inspires Donors to Leave Gifts-In-Wills

There are so many parts of an effective gift-in-Will fundraising program.

But if I had to choose just one thing to focus on, it would be this:

A legacy gift is about the donor’s identity.

Who they are.

I would argue that identity is even more important than what their gift will do.

This is what Dr. Russell James’ revealed in his research on the “​autobiographical brain​” and it should be in every aspect of your program – from 1:1 conversations to your legacy marketing.

Identity needs to be embedded everywhere.

Talking about a donor’s earliest experiences with your cause. Speaking to a donor’s deeply held values. This is core to your legacy giving WHY – the essential part of your communications that will convince your donors to leave gifts in their Wills.

But this “identity piece” will look different for each charity.

When I spoke about the "autobiographical brain" at a conference, a fundraiser shared they had a lot of donors with deeply tied identity to their Summer camp. I said “that’s amazing” and discussed how that identity could be used in their legacy giving comms.

But then another expressed a concern that since she led a homelessness charity, her donors didn’t have the same long-lasting connections as the Summer camp donors. She asked if she could even use the autobiographical brain if her donors haven’t experienced homelessness.

The answer was yes, she could - it just looks different. If she speaks with her donors about the first time they remember caring for unhoused people, it’s likely they will talk about their parents who encouraged them to give back. A school food drive. How much they've always cared for others.

If you’re not sure what your donors will resonate with most – ask them! Start with this question:

When did you first start caring about <XYZ> cause?

In their answers, you’ll find the start of your effective legacy giving messages!

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