Ask the experts: Maximising legacy campaigns' ROI under CV-19
Date: Thursday 18th Jun 2020
Time: 10.30 - 11:30
An estimated 3-9% drop in legacy income this year means it is vital campaigns keep current donors engaged and consider how to connect with new ones. But smaller budgets and the constraints of lock-down have made it harder to do this sensitively and effectively. This webinar will help legacy marketers establish cost effective ways to keep legacy donors engaged and recruit new ones both during and after lock-down.
- How have you adapted your campaigns due to CV-19?
- Legacy funding for your organisation has been cut by 30%, where are you focusing your efforts to maximise ROI?
- How do you give a clear case for investment to your leadership team?
- You need to create content that will keep your donors engaged, where are you going to find the insight that will guide this?
- You have a clear grasp of the content your donors enjoy, but how can you keep the relationship fresh to maintain their engagement?
- What is the right balance of spend/activity between: Acquiring new legacy supporters who aren’t currently on your charity’s database/ Acquiring new legacy supporters from your existing charity supporter/ Legacy stewardship to those who have expressed an interest in leaving in legacy
Allan Freeman, Owner, Freestyle Marketing and Chair, Remember a Charity
Jon Jacques, Fundraising Propositions Lead- Legacies, Save the Children
Louisa Emburey, Legacy and In Memory Manager, Prostate Cancer UK
Moderator: Ashley Rowthorn, Director, Legacy Link
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