Legacy giving requires thought, lots of time and technical skills. So how do you make it as easy as possible for your donors to consider pledging a gift in a will? What decision science nudges can you use to help them along the decision-making process?
In this session you will learn the fundamentals of decision science, how people make decisions and which nudges you can use in your gifts in wills marketing to transform your appeals and secure pledges.
1) Understand how designing legacy marketing differs from other fundraising materials
2) Learn how to leverage decision science nudges to inspire donors to consider leaving a gift in a will
3) How to write impactful legacy marketing
Presenter: Ligia Peña, CFRE, MInstF, AFP Master Trainer
Ligia Peña, CFRE is President of GlobetrottingFundraiser where she specializes in helping nonprofits with their fundraising and legacy strategy. She’s also a Ph.D. candidate at the University of Kent, researching national legacy marketing campaigns as a tool to change society’s behaviour towards gifts in wills. As an AFP Master Trainer, she’s trained countless fundraisers around the globe. She’s a sought-after and seasoned international presenter who enjoys sharing her knowledge and empowering nonprofits professionals to think about legacies differently by daring to be creative and innovative.
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