Your Legacy Website: How to Help Your Planned Giving Program Respond to 21st Century Donors

Your Legacy WebsiteHow to Help Your Planned Giving Program Respond to 21st Century Donors

Leah Eustace, ACFREGood Works

Leah Eustace, MPhil, CFRE, ACFRE

Principal & Chief Idea Goddess

leah@goodworksco.ca

www.goodworksco.ca

blog.goodworksco.ca

@LeahEustace

1) Understand how a donor-centred website is constructed

2) Identify the two main audiences for your legacy website and how to craft the information they’re looking for

Learning Outcomes

Reflection

Unpacking Web Design

Ouch.

Unpacking Web Design

Awesomely Good.

"Fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data."

User Personas

Sarah is a mother to two young children who juggles the demands of her career and family life, and has time for little else.

She’s always cared about the environment. She believes that it’s her mission to create a better world for her children, and that creating that world exists in each and every interaction she has. She doesn’t want her children to grow up in a world that is destroyed by global warming. Jane bikes to work, and she and her husband only own one vehicle – a Toyota Highlander hybrid. She’s an avid reader of blogs that share how to raise environmentally conscious children and she loves tips to make her household greener. She makes all of the purchasing decisions, as well as the donation decisions for her household.

DONOR SarahUser Story & Needs

• Middle-age• Urban• Active leisure lifestyle and

fitness minded• Progressive values• Digitally savvy• Environmentally conscious

DONOR SarahDemographics & Lifestyle

Personas In Action

Microsite vs

Existing Website

Keeping it Donor-Centred

DONOR Sarah

Major Donor

Direct Mail Donor

Monthly Donor

Legacy Donor

Corporate Donor

Jacqueline never married and never had any children. She’s always been community minded. On Sunday’s she sings in the church choir, she goes door-to-door canvassing for the local trails association each spring, and she makes sure that her elderly neighbours have the transportation they need to get to their healthcare appointments.

Jacqueline always grew her own food, and now the once homesteader is a leader in the urban farming movement. She raises backyard chickens, and coordinates the annual seedy Saturday event. She advocated to city council to support the local community garden.

Jacqueline cares about the environment and her community. She believes it’s important to give back, and when she leaves the earth, she wants ensure that the good she’s started can continue. That’s why she’s left a gift in her will to her three favourite charities.

DONOR JacquelineYour Legacy Donor

• Senior• Urban• Community-minded• Progressive values• Environmentally conscious, particularly

around food and non-GMO

Demographics & Lifestyle

DONOR Jacqueline

• Senior• Urban• Community-minded• Progressive values• Environmentally conscious, particularly

around food and non-GMO

Demographics & Lifestyle

DONOR Jacqueline

Role of Your Website

Biggest Mistake.

The key to unlocking a legacy gift is emotion, as opposed to information.

#1 Focus on Bequests

#2 Language & SEO

#3 Think Autobiography

#4 Think Lifetime Impact

#5 Common Legacy Objections

1) I have family to take care of

2) I’m not rich and this is something rich people do

#5 Use Stories to Combat Objections

#6 Real Person to Contact

#7 Downloads

#7 Downloads

• PDF with sample codicil language

• Legacy brochure or package

#8 Conversions

Legacy Website in Action

Professional Advisors

What Professional AdvisorsWant

1)Legal name

2)Charitable number

BONUS: Real person contact info

Other Persona?

Other Persona?

*The Next Generation of Canadian Giving

That’s A Wrap

Leah Eustace613-232-9113 x100leah@goodworksco.cawww.goodworksco.ca