Jumpstart Your Results: Conducting a Legacy Giving Mini-Campaign

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Behavioral research by Russell James, Ph.D. has illustrated that donors are far more likely to remove charities from their final estate documents than they were in the past, suggesting that charities should try to lock in those commitments today. In this session from NCPP 2016, learn how changing demographics and trends can be utilized to shape a legacy giving mini-campaign to jumpstart your organization's current and future gifts. Results from several organizations that embarked on legacy giving mini-campaigns demonstrate the power of these mini-campaigns and strategic matching gifts. One small organization closed the five largest OUTRIGHT gifts in its history, while increasing its irrevocable gifts by millions using a mini-campaign. This paper will demonstrate how to generate a winning campaign strategy for your organization and how to build the required infrastructure. Most importantly, you will learn how to set the goal and convince your leadership that such a campaign is worthwhile.

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