The Art of the Legacy Ask
About The Event
You’ve grown your legacy program, you have an impressive pipeline of donors interested and considering leaving a legacy gift to your wonderful organization and now comes the big moment: THE ASK!
There is a big misconception that soliciting for a legacy gift is the same as asking for a major gift. Nothing could be further from the truth. While there are some similarities, the approach and lead up is completely different.
This webinar will present the similarities and differences between a legacy and a major gift ask, what research tells us how donors make decisions and how you can harness all this information to craft a deeply personal and successful legacy ask.
Learning Outcomes
- Understand how asking for a legacy differs from other fundraising asks
- Learn about the research on how decisions are made
- Feel confident in our ability to make a solid legacy ask
Event Details
Contributors:
Ligia Peña, CFRE, MInstF, AFP Master Trainer
Ligia Peña, CFRE, MInstF, AFP Master Trainer Ligia Peña’s career began in 2002 at the YMCA of Greater Montreal as the Director of Fundraising and Communications. Since then she has worked with many organizations in a senior-level capacity and has offered consulting services under her own banner. She is currently the Global Legacy Manager at Greenpeace International where she drives Greenpeace’s global legacy strategy and manages a community of practice of legacy managers in 14 countries. She’s a seasoned presenter internationally and she’s the author of the ‘Small Shop Fundraising’ chapter in the 2nd volume of Excellence in Fundraising in Canada. Ligia is a Ph.D. candidate at the University of Kent where she is researching the topic of national umbrella legacy marketing campaigns in the UK and Canada. When she’s not geeking out on legacy related things, she’s either knitting, cooking or planning her next trip. To follow her adventures, you can read her blog at www.globetrottingfundraiser.com or on Twitter @GlobetrottingFr or Instagram at @GlobetrottingFundraiser Email: ligia@globetrottingfundraiser.com LinkedIn: http://ca.linkedin.com/in/ligiapena
PLEASE NOTE: If you have not registered for an AFP Webinar or E-Course before, you will need to create a free account in Blue Sky (our learning management system). This login is different than your AFP member login.
This webinar is administered by AFP Global. If you have any questions please call 800-666-3863 for assistance.