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Developing a strategic approach to legacy fundraising (Legacy marketing…
Developing a strategic approach to legacy fundraising
Legacy fundraising strategy
Understanding your world
The external environment
Organising your analysis
The internal environment
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Defining your strategy
Establishing your mission
Setting your objectives
Choosing your performance measures
Choosing your tactics
Harnessing your means
Internal collaboration
Influencing key stakeholders
Influencing fundraising colleagues
Having a supporter-centred approach
The evolution of the supporter journey
Optimising the journey
Intro + Are you ready?
Legacy marketing strategy
Personalising your message
Creating impact through your language
Inspiring supporters (including Visual autobio (fMRI scan implications)
Integrating your message
Choosing your channels
Understanding your audience
Informing your targeting and channels with data
Targeting your legacy marketing approaches
Overcoming barriers
Making use of time limits and appointments
Repositioning the legacy ask
Implementing your strategy
The importance of consistency
Continuing to learn and innovate