This session presents a detailed analysis of the complete legacy lifecycle. Using data and brand-new international and Australian research, we look at how attitudes to including gifts to charity in a Will change over a supporter’s lifetime.

Attendees will learn how to identify the best prospects amongst current supporters, build communication programmes that effectively recruit and retain legacy donors and how to use TV and digital techniques to recruit non-donors direct to legacy giving.

This session will include a range of case studies that will show what techniques and practices actually work in practice.