We Agents of Good often spend time with our passionate clients defining their URG – their Unique Reason to Give. This takes us to the core of their offer to their marvelous donors.
At the core of the Agents offer is “donor-centred fundraising”. We put the donor in the middle of everything we do. To do this, we ask some simple but profound questions:
— What do they want?
— What do they need?
And perhaps most important,
— what do they value?
It is this last question which launches us into conversations with our clients about legacy opportunities.
Legacy giving is the ultimate donor-centred activity. These transformative gifts come from the donor’s wish to perpetuate the fundamental values which have guided their lives.
Perpetuating our core values gnaws at us all. Those fortunate enough to have kids, and even better grandkids, have a marvelous opportunity to pass on their values. (It is no wonder that donors with grandchildren make the worst legacy prospects. They have already left a lively, thoughtful, passionate legacy in their grandchildren.)
But many grandparents leave other legacies. And almost every donor is willing to think about leaving a legacy.
Indeed, even the regular gifts from donors are an affirmation of their core values. The Agents work hand-in-hand with our clients to identify the organization’s core values and then find ways to mirror those values to their wonderful donors.
As donors get older, and brand-new research suggests they need to be quite old, they look for ways to perpetuate their values after they are gone.
So an exploration of an organization’s values and the ability to passionately link these with simple, profound donor values is at the heart of effective legacy fundraising.
In our next legacy-themed blog, we will look at values which underpin organizations and ways that organizations can invite donors to embrace those values in the short term and in the longer term.