In this session, we’ll share how we tripled our Legacy (Gifts In Wills) income over the past decade by challenging internal perceptions of legacy giving and embedding bequests across the entire donor journey - from acquisition and retention, to moving supporters into the bequest pipeline.

Consistent and deliberate acquisition of new donors has been central to this success. It fuels the whole donor pipeline and, in turn, bequest prospects. We’ll explain and share the key metrics and data that guide our acquisition strategy and why this matters even more within the context of the anticipated intergenerational transfer of wealth We will demonstrate how a strong, multichannel acquisition program - grounded in innovation, continual testing, with a commitment to traditional channels, alongside new approaches has been key to building a healthy and growing pipeline for future legacies.