The Ultimate How-To Guide: Attracting Potential Legacy Donors Through Digital Content

How to Guide: Attracting Potential Legacy Donors Through Digital Content text with an elderly couple looking at their phone

As non-profit organizations strive to secure long-term sustainability, attracting potential legacy donors becomes paramount. Baby Boomers and Generation X (Gen X) have the potential to leave a lasting impact through bequests in their wills, but to effectively engage these generations, non-profits must adapt their marketing strategies to align with the preferences and values of Baby Boomers and Gen X. And, that includes adapting to their screentime. In this blog post, we will explore proven strategies to reach potential legacy donors from these demographics, leveraging the power of digital marketing and online platforms.

Create Educational Content

Attracting potential legacy donors requires education and communication; many Baby Boomers and Gen Xers are not familiar with the process of leaving a charitable bequest. To help with this, you can develop informative and accessible content that explains the benefits and steps involved in making a bequest. Utilize your website, blog, and social media platforms to share articles, videos, and downloadable guides that demystify the process and highlight the impact of leaving a legacy gift. Position your organization as a trusted resource to help potential donors navigate the complexities of estate planning.

Utilize Personalized Email Marketing

Email marketing remains a powerful tool for reaching Baby Boomers and Gen Xers and can result in attracting potential legacy donors. Craft personalized email campaigns that cater to the interests and concerns of these demographics. Segment your email list based on age, previous engagement, and donation history. Tailor your messages to address their specific motivations, such as leaving a legacy, making a difference, or supporting causes close to their hearts. Highlight success stories and testimonials to inspire and build trust. Potential legacy donors love hearing from committed legacy donors: it helps to build a community.

How to Guide: Attracting Potential Legacy Donors Through Digital Content text with a couple reading emails off a laptop

Leverage Social Media Advertising

Although Baby Boomers and Gen X may not be as digitally native as younger generations, they are increasingly active on social media platforms. Utilize targeted advertising on platforms like Facebook and LinkedIn to reach these demographics with compelling messages. Develop visually appealing and emotionally resonant ad campaigns that highlight the impact of legacy giving. Use demographic filters to ensure your ads are seen by the right audience and leverage retargeting strategies to reinforce your message. To help with attracting potential legacy donors, make sure you’re targeting the platforms they’re already using.

Provide Clear and Simple Information

When potential legacy donors visit your website, ensure that information about leaving a bequest is easily accessible and straightforward. Create a dedicated webpage that outlines the different ways individuals can include your organization in their wills. Offer sample bequest language, downloadable brochures, and contact information for further assistance. Make the process as simple and hassle-free as possible, ensuring that potential donors have all the resources they need to take the next steps.

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Offer Legacy Giving Webinars

Webinars provide an interactive and informative platform to engage Baby Boomers and Gen Xers. Organize webinars that focus on estate planning, legacy giving, and the benefits of leaving a bequest to a charitable organization. Invite knowledgeable speakers, including estate planning experts, to share their insights and answer questions. Promote these webinars through your website, email campaigns, and social media channels, and ensure they are recorded for later viewing.

Cultivate Personal Relationships

Baby Boomers and Gen Xers appreciate personal connections and individual attention. Attracting potential legacy donors means taking the time to build relationships through one-on-one interactions. Reach out via phone calls, personalized emails, or even in-person meetings when feasible. Show genuine interest in their philanthropic goals and listen attentively to their concerns. By establishing a personal connection, you can foster trust and understanding, making them more receptive to considering a charitable bequest.

How To Guide Attracting Potential Legacy Donors text elderly woman with tea

Host Legacy Donor Recognition Events

Organizing exclusive events to recognize and honour individuals who have included your organization in their estate plans creates a sense of community and provides an opportunity to express gratitude while showcasing the impact of legacy giving; it can also help with attracting potential legacy donors. These events, such as a Legacy Donor Recognition Gala or smaller gatherings, allow legacy donors to connect with like-minded individuals, hear inspiring stories of how their contributions have made a difference, and provide educational sessions on estate planning. By publicizing these events, inviting potential legacy donors, and sharing testimonials, you can inspire others to consider leaving a lasting legacy for your organization.

In conclusion, by implementing these above strategies, non-profit organizations can effectively engage Baby Boomers and Gen Xers as potential legacy donors. Through educational content, personalized email marketing, social media advertising, legacy giving webinars, cultivating personal relationships, providing clear bequest information, and hosting exclusive recognition events, non-profits can align their marketing efforts with the preferences and values of these demographics. By leveraging the power of digital marketing and online platforms, organizations can inspire and encourage Baby Boomers and Gen Xers to consider leaving a charitable bequest, ensuring long-term sustainability and a lasting impact on their causes.

Need more support for your legacy giving program? Clavis can help! Check out Clavis Cares or our Nonprofit Marketing page for more information. Or contact us directly to set up a free consultation

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