Growing Legacy income through supporter insights
Let Adroit's experience support you
Finding legacy prospects
Many legacy fundraisers face a common challenge: pinpointing which donors are most likely to pledge a legacy. Propensity modelling promises to greatly enhance the effectiveness of your legacy campaigns by using mathematical models to identify supporters with the greatest potential to leave you a legacy in their Will.
Hidden potential
Whether you’re wishing to identify potential legacy supporters among untypical supporter groups, such as campaigners, eventers, or retail customers, or whether you’re ambition is to identify who among your core supporters may leave you a residual legacy, we can help.
Our approach is tailored to your goals not our software ensuring you get a model that can scale, improves over time and is built on all the information you may have on each supporter – not just their transactions!
Our bespoke approach
At Adroit we use a range of modelling techniques for predictive analytics, including individual decision trees, random decision forests, logistic regressions, and neural networks. And by creating multiple models we can identify which approach offers you the most effective way to achieve your desired outcome. .
Support throughout
We know that your only concern is making sense of it and using it to start getting value from your investment. That’s why we allocate specific time to interpret the model, walk you though the key insights and ensure you’re comfortable with how to incorporate it within future campaigns.
And if you’d like we can work closely with you to implement the model and review how well it’s worked after a campaign.
Understanding legacy journeys
Effective legacy stewardship is a crucial part of creating and building legacy relationships. And understanding how and when supporters move between your different legacy groups can be vital to identifying potential weak points in your stewardship programme.
Visualising supporter migration
While many charities visualise their intended legacy journeys we see far fewer who report on the actual paths legacy supporters take. We can quickly produce analysis that identifies migration patterns, when they occur and how many legacy supporters take each path.
One of the outputs can be a legacy dashboard that shows the information in a way that’s easy for you and your team to digest and interact which
Maximising the potential of legacy events
Legacy events can prove an invaluable feature of legacy stewardship – offering the potential legacy supporter a unique opportunity to engage with you.
Using population densities, wealth profiles and drive time analysis Adroit can support this activity through identifying the optimum locations to run events, helping to ensure the highest uptake of legacy event invitations among the profile you wish to engage.
Legacy reporting
Adroit has unparalleled experience of developing legacy dashboards for some of the World’s largest INGO’s. Armed with accurate, up to date information their Legacy fundraisers are able to make better decisions that are fully informed by data.
Understanding legacy supporters
Perhaps success in no other area of fundraising is so reliant upon having a deep and rich understanding of your supporters than with legacy fundraising! We can offer a bespoke approach to generating a full picture of your legacy supporters – from understanding their values & beliefs, strength of relationship through to their financial support to you.
A little different!
Because we specialise in fundraising our research can often include some approaches and methods which can be unorthodox. For instance when understanding motivational drivers we’re strong advocates of using Schwartz’s Psychometric Values, and for researching legacy giving we often use Generativity scales to gauge someone’s feeling of responsibility towards future generations.
Generating legacy 'handraisers'
We often recommend a ‘survey-led’ approach to compliment the more usual proposition led approach.
We’ve extensive experience of creating and implementing supporters surveys which typically generate significantly higher volumes of legacy enquirers than ‘proposition’ legacy appeals, while also generating a fantastic amount of additional information about the respondents, which can be used to inform how to develop your relationship with them
Calculating future legacy income with scenario planning
Calculating an accurate long-term forecast of legacy income is crucial to most charities but incredibly challenging to achieve. We offer an interactive tool that enables fundraisers to identify the most effective balance of activities over a 30-year period. So whether you are considering increased investment, anticipating different economic outlooks,or optimising the right communications strategy, we equip you to do it quickly and cost effectively.
Flexibility
We wanted a tool for legacy fundraisers that would give both a top line income projection while enabling users to understand the impact if they changed every single element of a legacy marketing plan, as well as factoring in the vital external factors such as shifts in demographic changes and economic conditions.
'What-if's'
The tool has been built for curious minds! With a wide range of ‘what-if’ functionality it enables you to compare scenarios factoring in combinations of different ‘what-if’ variables – from your changing house prices, death rates through to the popularity of your cause.
Quick and easy
The tool can be used immediately and doesn’t require any data to be loaded, so it’s suitable for charities regardless of their legacy experience. It can be used on a regular basis or just for a on-off project to help inform budgeting for instance, and we can support you all of the way.