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

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Presentation by Holly Wagg of Good Works at the Canadian Association of Gift Planners annual conference, Vancouver, BC, April 2014. Your charity’s website is a crucial, yet often overlooked, piece of marketing collateral for your legacy program. We’ll review basic web design and explore ways to help you to adapt, build and develop the right content to maximize legacy gifts – with an emphasis on charitable bequests. A series of case studies and live website reviews will be used to illustrate best practices. And as a bonus, we’ll also cover how to work with committees and IT staff to bring your vision to life.

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

  • 1. Holly Wagg, CFRE Good Works

2. Philanthropic Counsel & Chief Digital Architect holly@goodworksco.ca www.goodworksco.ca blog.goodworksco.ca 3. 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 theyre looking for 4. "Fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data." 5. Sarah is a mother to two young children who juggles the demands of her career and family life, and has time for little else. Shes always cared about the environment. She believes that its her mission to create a better world for her children, and that creating that world exists in each and every interaction she has. She doesnt 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. Shes 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. 6. Middle-age Urban Active leisure lifestyle and fitness minded Progressive values Digitally savvy Environmentally conscious 7. Jacqueline never married and never had any children. Shes always been community minded. On Sundays 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 its important to give back, and when she leaves the earth, she wants ensure that the good shes started can continue. Thats why shes left a gift in her will to her three favourite charities. 8. Senior Urban Community-minded Progressive values Environmentally conscious, particularly around food and non- GMO 9. Senior Urban Community-minded Progressive values Environmentally conscious, particularly around food and non- GMO 10. 1) I have family to take care of 2) Im not rich and this is something rich people do 11. PDF with sample codicil language Legacy brochure or package 12. 1)Legal name 2)Charitable number BONUS: Real person contact info 13. *The Next Generation of Canadian Giving 14. Holly Wagg 613-232-9113 x103 holly@goodworksco.ca www.goodworksco.ca