Title: Nudges to Improve Legacy Marketing

Presenters: Ligia Peña

Date: November 29, 2022

Time: 1:00 to 2:00 p.m. EST

Whether you are starting a gifts in wills program or have been running one for years, one of the biggest challenges is creating inspiring marketing materials that help donors move towards the pledge. There is a big misconception that soliciting for a legacy gift is the same as asking for a major gift. Nothing could be further from the truth. While there are some similarities, the approach, lead up, and what happens next is quite different. Unlike other forms of fundraising, the legacy ask is ongoing and continuous through every single marketing interaction. However, a review of legacy marketing reveals uninspiring and technical jargon that leave donors more confused. Resting on current research, this interactive session will cover the similarities and differences between a legacy and a major gift ask, what psychology and behavioural science research tells us about how donors make decisions and how you can harness this information to craft deeply personal and impactful legacy marketing materials that will inspire and nudge donors towards that joyful YES!

Attendee Comments

  • Super helpful info
  • I enjoyed the active engagement

Ligia Peña

president, globetrottingfundraiser

Ligia Peña is President and an International Legacy Consultant at GlobetrottingFundraiser, a boutique consulting firm she founded in January 2019. Prior to that, Ligia was the Global Legacy Manager at Greenpeace International where she oversaw the organization’s global legacy strategy in 14 countries. She is currently a PhD candidate at the University of Kent, where she’s researching national legacy marketing campaigns as a tool to change society’s behavior towards gifts in wills. As a sought-after and seasoned international presenter, Ligia has trained thousands of fundraisers in the science and the art of legacy fundraising. She is a peer reviewer for the International Journal of Nonprofit and Voluntary Sector Marketing and the author of the ‘Small Shop Fundraising’ chapter in the 2nd volume of Excellence in Fundraising in Canada and various articles in AFP’s newsletter, Advancing Philanthropy. Born in Buenos Aires, Argentina, Ligia calls Montréal, Canada, home. She fluently speaks Spanish, French and English (and manages in Portuguese and Italian). When she’s not geeking out on legacy related things, she’s either knitting, cooking, or planning her next trip.

Group webinars are intended for CGP affiliated councils or groups of up to 30 individuals.


Event Type: 
Purchase Type: 
Date of Event: 
Tuesday, November 29, 2022 - 13:00