How to ask donors for a Gift in a Will
Eifron Hopper
Head of Legacies
How do hedgehogs mate…?
…very carefully
• Not just donors
• How many of our legators are known to
Back to basics:
What prompts people to make Wills?
Why do people leave legacies?
Who are our stakeholders?
"Behind the clock" marketing
How do we reach them?
• Directly
• Indirectly
Internal Marketing
Make a noise
Work together - win/win
Make it easy
Awareness weeks - make them fun but
educate too
• Get the CEO/Trustees to give a lead
• Report back and share the glory

Getting Legacies onto the Fundraising Agenda Eifron Hopper Head