The problem

We worked closely with a medical charity who was looking to implement their first large-scale legacy marketing strategy. They worked mainly within two key regions and had a good presence in both, but were struggling with two significant challenges:

• Building a case for investment in legacies
• Understanding the opportunity and proving ROI

The process

In order to address both issues, using Smee & Ford data it was possible to split their two regions down to a postcode level. Two regional opportunity reports were created with a detailed breakdown of how legators had behaved within those regions. Information included:

• Volume and value of bequests
• Age, gender and location of legators
• Types of bequests
• Estate values
• Lapse bands of the Wills

Results

The intelligence meant that this charity could identify what the legacy opportunity had been over the last 6 years, which was significant for gaining internal buy-in. It also helped them put together a more targeted marketing campaign, based on areas that showed an affinity for legacy giving.

Get in touch

If you have a legacy fundraising challenge, our data could help. Simply fill out the form below to request an initial chat to find out more.