Bequest Marketing Ideas for Fundraisers Courtesy of Tom Ahern Bequest marketing is not about the transaction. It's about deepening a relationship with an existing donor. It's not a tactic for paying the bills this year. It's a strategy for ensuring your organization's sustainability into the long-sighted future. In the U.K. roughly a third of the annual charity gifts is bequest giving. Here are a few tips from UK-based Richard Radcliffe, dean of legacy gift researchers. These are lessons learned from thousands of interviews he's conducted with those who have added charitable bequests to their wills:

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Women leave 78% of the legacies.

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They are mostly NOT wealthy.

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Legacy makers have beliefs and a history of giving. (That's why the fruit is so readily available. Check your database. Find those who have given to you for five years running. They're your best candidates for bequests.)

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Trust is a huge issue. They want to know with whom they're dealing. In your materials, display photos of your gift officers, with their names and titles.

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Most like events such as an annual meeting. Few want face to face, one on one meetings.

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Every focus group says, "Make me aware. But don't ask." Bequest marketing is not a hard ask.

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Write a "legacy vision." That vision would include (1) proof of your organization's impact; (2) proof of future need; and (3) proof you are cost-efficient.

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Be warm, informative, brief. "Write like you're writing to your mum." Hint: talking about "planned gifts" in your best accounting-ese is NOT going to work.

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For many, the word "legacy" hints at death. Use terms like "gift in your will" instead.

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Make your message joyful. Bequests are, in Richard's ringing words, "Life driven, death activated."