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Applying Decision Science to Legacy Marketing

Description

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.

Learning Outcomes

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

Contributors

  • Ligia Peña, CFRE, MInstF, AFP Master Trainer

    Ligia Peña, CFRE, MInstF, AFP Master Trainer Ligia Peña’s career began in 2002 at the YMCA of Greater Montreal as the Director of Fundraising and Communications. Since then she has worked with many organizations in a senior-level capacity and has offered consulting services under her own banner. She is currently the Global Legacy Manager at Greenpeace International where she drives Greenpeace’s global legacy strategy and manages a community of practice of legacy managers in 14 countries. She’s a seasoned presenter internationally and she’s the author of the ‘Small Shop Fundraising’ chapter in the 2nd volume of Excellence in Fundraising in Canada. Ligia is a Ph.D. candidate at the University of Kent where she is researching the topic of national umbrella legacy marketing campaigns in the UK and Canada. When she’s not geeking out on legacy related things, she’s either knitting, cooking or planning her next trip. To follow her adventures, you can read her blog at www.globetrottingfundraiser.com or on Twitter @GlobetrottingFr or Instagram at @GlobetrottingFundraiser Email: ligia@globetrottingfundraiser.com LinkedIn: http://ca.linkedin.com/in/ligiapena

April 7, 2021
Wed 1:00 PM EDT

Duration 1H 0M

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