Global Perspectives of Legacy Giving

Fundraising Strategy & Donor Management | 2020 |

The success of any legacy program relies on good prospects, inspiring stories and a strategic approach to moving donors. Without a thoughtful and strategic approach of moving donors, you may find yourself with disengaged donors. But what actions/moves should you do at every stage of the process?

This session will show you how simple it is to implement a 3-step pipeline matrix to inspire donors to leave a legacy to your organization and how to design engaging and personalized supporter journeys that will both excite and reinforce relationships with your donors. Learn how to: How to move donors through an engagement pipeline to generate legacy pledges; Systematically and strategically engage supporters with the use of personalized supporter journeys that will add value to their legacy program; Key messages and activities at every stage of the pipeline

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Speakers

Ligia Peña, CFRE, MInstF is a Legacy & Fundraising Coach at GlobetrottingFundraiser, her own boutique consulting firm she founded in January 2019. Prior to that, Ligia was the Global Legacy Manager at Greenpeace International where she oversaw the organization’s global legacy strategy in 14 countries. She is also a Ph.D. candidate at the University of Kent where she’s researching national legacy marketing campaigns as a tool to change society’s behavior towards gifts in wills.

As a sought-after and seasoned international presenter, Ligia has trained thousands of fundraisers in the science and the art of legacy fundraising. She currently serves on the advisory board of Rogare, a philanthropy think tank and is the author of the ‘Small Shop Fundraising’ chapter in the 2nd volume of Excellence in Fundraising in Canada and various articles in AFP’s newsletter Advancing Philanthropy.

Born in Buenos Aires, Argentina, Ligia calls Montréal, Canada home. She fluently speaks Spanish, French and English (and manages in Portuguese and Italian). .When she’s not geeking out on legacy related things, she’s either knitting, cooking or planning her next trip. You can follow her adventures on Twitter at @GlobetrottingFr and on Instagram @GlobetrottingFundraiser.

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