Legacy Fundraising: The Art of Seeking Bequests (Fundraising Series) [Paperback]

A contributor to this book says one message he has received from his colleagues in the US and Europe is that legacy fundraising in the UK is the most developed in the world.

This book is of value to organisations of any size who wish to seek bequests. One of the joys of the discipline is that bequest fundraising can be done with or even without a budget. As readers will find out the range of activities fundraisers can use is broad, and there are opportunities for bequest fundraising to camp onto other areas of an organisation’s communications or fundraising at little or no cost. On the other hand if an organisation is able to resource face to face fundraising that is usually a very worthwhile activity.

The need to research the behaviour of your target audience is a message overseas fundraisers anywhere have to be aware of especially if they are looking to the UK as a model for how to bequest fundraise. What Legacy Fundraising does is to explain the techniques that can be used to solicit bequests, but you do need to understand the culture in which you are operating – and that understanding requires research. There is too much at stake to rely on unproven assumptions.

So what is new in this the second edition of Legacy Fundraising? Well the title is different for one thing. It is now Legacy Fundraising The Art of Seeking Bequests. This is because overseas fundraisers tend to talk of bequest fundraising rather than legacy fundraising. The book needs to make it apparent that it is of interest to fundraisers beyond Britain’s shores.

The key changes on the first edition are these. The book opens with an updated snapshot of will making and bequest giving in England and Wales. This is really useful stuff to help make the case for investing in legacy fundraising.

The full text of the Institute of Charity Fundraising Manager’s code of practice for legacy fundraisers is reproduced, and chapter two has been re-written , effectively to provide a commentary on it.

John Rodd who specialises in database analysis is undoubtedly the leading British exponent of legator analysis. He tells me he has analysed 60,000 legacy records and many many more records of pledgers and living supporters. He has updated his chapter on the techniques involved. Time has not stood still for him since the first edition of this book came out, what he writes reinforces my earlier words about the importance of research.

The most significant addition to the chapter on the use of intermediaries is the new material on the role of volunteers. Readers may benefit from the suggestions about how to best utilise them. Time is one of the most precious gifts anyone can give a charity these days, and their commitment to the organisations they work for can be a very compelling adjunct to a well articulated case for support.

When the first edition of the book came out the telephone as a legacy fundraising tool in Britain was in its infancy. Techniques have developed, and I would highlight the chapter on the subject as containing the most important new material. What has been learnt about prospects behaviour in response to telephone solicitation has lessons for legacy fundraisers generally.

Andrew Mortimer, a solicitor with the charity law practice Stone King in Bath, has brought his chapter on the law of England & Wales relating to wills and legacies up to date. Fundraisers are definitely more effective for being able to talk about these things with prospects and pledgers, although they should be very clear about the limitations of their knowledge, and quick to refer people on to lawyers for authoritative advice.

With the exception of the chapter on forecasting legacy income the remaining chapters have required minor updates. This is not to diminish their value to readers, even to those of the first edition. (It is always useful to re-visit these matters for the new ideas or reminders they can prompt.) For readers who are unfamiliar with the first edition of Legacy Fundraising these other chapters cover putting together, budgeting for and evaluating a strategy; research to inform a strategy (particularly useful on qualitative matters); useful material on using DM, print, audio and electronic communications; face to face fundraising; retaining pledger loyalty; legacy administration systems; and lastly, executorship services (another useful thing for fundraisers to know about).

Finally, if you have any new knowledge or experience which you would be willing to share with the world for the third edition please email the publishers on dscedit@dsc.org.uk . Similarly, we would very much like to have any comments on this edition.