Helping charities to secure more legacy pledges
Above all we’re a legacy fundraising company. We’re passionate about charity supporters getting a Will that’s right for their circumstances and ensures charities receive any gifts as intended. And we’re committed to encouraging every user of our platform, including those who find us on the internet, to consider a legacy gift in their Will For Good.
Legacy prompting is embedded all the way through the will-making process. Each of our charity partners has their own landing page on the Bequeathed site, and that’s the starting point for their supporters. The landing page clearly explains the process of making a Will For Good and includes the charity’s own messaging on the importance of legacy gifts to their work.
Anyone starting their Will from your charity’s landing page receives a user journey tailored to your cause. Your charity will be presented as the first option for both residuary and pecuniary gifts and can also choose to include a charity specific donation ask once a supporter has completed their Will.
On our Prime package, your charity will feature in the list presented to all users who want to leave a legacy gift to one or more causes.
Working together to help more people do good with their Will
Bequeathed has been working with charities to offer their supporters a free will-writing service for 5+ years. We currently partner with more than 170 charities, from tiny local causes to household names.
There’s a huge amount of legacy fundraising experience within the charity team. Our Director of Charity Partnerships, Emma Rylance, and our Head of Charity Engagement, David Roberts, have both worked in the sector for more than 20 years.
Our approach is collaborative. We invite feedback from our charity partners, at our quarterly all-charity forums and throughout the year, and use their input and insight to continually improve our consumer offer and the support we provide to charities.
We also run regular webinars on topics related to legacy fundraising, making good use of our contacts in the charity and legal world.
Account management
When a charity joins Bequeathed, we arrange a ‘kick-off’ meeting to discuss their plans for promoting Will For Good, and how we can support them with their campaigns.
The marketing support we can offer includes:
regular catch-ups with David
a marketing toolkit with guidance, ideas, examples and details of all the help available
templates for a range of materials that charities can easily tailor to their own cause
collateral charities can use to create their own materials
guidance on setting up tracking so we can report back on each individual marketing action and support testing within campaigns
running webinars for your staff or supporters
We’ve also set up an online community for our charity partners. It contains everything you need to be able to promote Will For Good, and provides a forum for asking questions and sharing knowledge and experience with other charity partners.
Campaign tracking and reporting
Charity specific dashboards
We create a series of dashboards for each charity partner that can be accessed at any time to see up to date information on the performance of each campaign and activity. We can help charities with setting up unique links to allow tracking of each individual action.
We also give charities access to their own Google Looker Studio dashboards. These allow charities to see campaign performance in real time, including views of their landing page on the Bequeathed site and clicks through to the Will registration page.
User and gift details
We report to charities monthly, in Excel format, with detailed information on:
All gifts pledged
All users who have completed a Will via their initiator (whether or not they pledged)
Pledgers are asked if they’re happy for us to pass on their details to the charity or charities they’ve chosen to support. Details of opted in pledgers are included in the spreadsheet.
A secure shared folder is created on our SharePoint site for each charity, and access is only given to the email addresses specified by the charity. All reports are saved into this folder monthly and the charity is notified by email when there are new documents to view.
If you’re running a campaign and want more regular feedback to enable you to optimise it, we’re able to support with that.
To find our more about our legacy fundraising service for charities, book a call with David Roberts, our Head of Charity Engagement.