How NOT to Ask for a Bequest

Bequests-Feb-2015-Awkward-ConvosSo you’re talking to a nice couple who have been giving to your organization for years. You think they are a great candidate to ask for a bequest.

Now what?

Well here are a few things you probably shouldn’t say:

“So….how was that last doctor’s visit?”

“Since your kids turned out to be really horrible people….”

“Have you had that mole on your neck looked at recently?”

“What’s the life expectancy in your family, again?”

“How old are you exactly?”

OK, I know you would never say those things to your donors, but we can agree that bringing up a legacy gift can be a really awkward thing to do.

But what if I tell you, it doesn’t have to be awkward. At all…

Fundraising expert, Tom Ahern, believes you just need a good marketing plan to ask for those bequests.

A simple plan might include:

  • Writing a vision statement that lets donors know how their bequest will help the organization for future generations.
  • Identifying your best donors.
  • Creating a bequest society.
  • Sending an annual appeal letter.
  • Adding stories featuring why other donors made bequests to your newsletter and other publications.

Learn everything you need to know about asking for bequests TOMORROW during Tom’s popular 90-minute webinar, Marketing Bequests: The Delicate Art of Asking for That Final Gift.

Tom will teach you a proven way to elicit bequests from your current donors ensuring a steady stream of bequests coming into your organization for years to come.

This webinar will take place TOMORROW September 19th at 1:00 P.M. Eastern (10:00 A.M. Pacific) It will be recorded if you cannot attend live, but you must register before we close registration at 12:45 P.M. Eastern.

Registration is $99 or free if you have an All-Access Pass.

(All-Access Passes are $699 and allow you to attend all of the webinars in our Training Webinar Series and watch recorded webinars from the past three months for 365 days.)



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Author: Kristina Leroux, Community Engagement Manager

I am the Community Engagement Manager at Nonprofit Marketing Guide.com.

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