Embracing the Power of Your Legacy Pipeline | Ligia Peña
The success of a legacy program relies on good prospects, inspiring stories and a strategic approach to moving donors. Without this thoughtful and strategic approach, 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.
Ligia Peña, CFRE, MInstF is the Global Legacy Manager at Greenpeace International where she drives the organization’s global legacy strategy in 14 countries. She is also a Ph.D. candidate at the University of Kent where she is researching nonprofits’ attitudes towards national legacy marketing campaigns as a tool to change society’s behaviour towards gifts in wills. Ligia is a sought-after and seasoned presenter around the globe and she serves on the advisory board of Rogare, a philanthropy think tank. She is the author of the ‘Small Shop Fundraising’ chapter in the 2nd volume of Excellence in Fundraising in Canada. In case she wasn’t busy enough, she also offers coaching and consulting services in the area of legacy fundraising under her GlobetrottingFundraiser banner. You can follow her adventures on Twitter at @GlobetrottingFr and subscribe to her blog at https://globetrottingfundraiser.com/blog/
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