Michael Clark FCIOF’s Post

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Head of Legacy & In-memory Development

Stewardship and Supporter journeys - Important but no substitute for Communications When I moved over from the dark side of high street legal practice to legacy fundraising, one of the first things I was introduced too, back in the early 2000's, was the donor pyramid. Supporters start off with the odd gift or bit of fundraising, go on to be a committed giver, and it's our job to convert them to legacy pledgers. Thankfully, we've moved on since then. We understand many pledgers don't support the charity during their lifetime, and don't want to. Prosperity modelling doesn't necessarily work, the £1m+ gifts I have secured are from those who live in modest houses with modest lifestyles. Many of the millionaires I have met have left gifts, but they have been modest. It's not a guarantee, but legacy fundraising is looking outside the box. I see so many jobs speaking about creating supporter journeys, mapping the route where a donor goes, and which communications should be sent to them. But those that are flying are those who treat a legacy prospect as a person- who speak with them and understand their motivations, their interest, their life, and why the charity matters to them. They must be treated as major donors. Everybody deserves the time to tell their story, and to consider including a gift. And everyone should be treated with their own merit, irrespective of their capacity to give. We must not shy away from be-spoking a journey through putting people into data sets and hoping for the best result on analytical results. And treat every donor as though they were your Grandparent. If you do, you'll have had a career like mine where you've enjoyed every second of speaking to some remarkable people, often with heart breaking stories. One supporter I spoke to recently has lost two of her three children, and will turn 100 next month, largely alone. She will get personalised greetings from World Cancer Research Fund - none of the wider staff team hesitated in posing for bespoke birthday card for her - because these are the people, sometimes lonely and isolated, sometimes fraught with personal grief, but who show forethought, generosity and care, who together make a difference for future generations by supporting charities fighting hard in this strange and sometimes difficult world we live in.

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Douglas Flood

Currently a Cycling Instructor across Essex delivering Bikeabilty. Previously marketing - specialising in legacies and individual giving with a proven track record of creating growth in long term sustainable income.

1mo

Well said Michael. Why do we go to work? Because if it means something to us, it means something to those that back our cause.

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Carmel Hudson

Lottery & Legacies Manager at Essex & Herts Air Ambulance (EHAAT)

1mo

Well said Michael

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