HOW ONLINE BOOKS ARE HELPING DRIVE LEGACY GIVING
The value of legacy giving is indisputable. Gifts in wills make up just over a quarter of all charitable donations among the top 100 UK fundraisers (Charity Financials Top 100 Fundraisers Spotlight report) and constitute 14% of all fundraised income received by UK charities.
What’s more, unlike most areas of fundraising, legacies are projected to continue growing by around 2.7% per annum over the next five years – from £2.8bn in 2017 – to reach £3.3bn in 2021 (Legacy Foresight’s Legacy Giving 2017 report).
At a time when a challenging socio-economic landscape increases the pressure on charities to be continually growing their income streams ahead of inflation, this marks them out as particularly significant element in the fundraising mix. However the subject of gifts in wills can sometimes prove difficult to introduce into fundraising communication meaning that opportunities for doing so end up being overlooked.
AN EASY WAY TO PROMOTE LEGACY GIVING
Our online legacy books were originally designed to help charities build stronger relationships with their supporters – being able to recognise, celebrate and engage with supporters and their families in real time, from anywhere in the world. Many of these charities have identified having an online book as being an important factor in helping them promote awareness of and further drive legacy giving, from gifts in wills to living legacies.
Michael Clark, Gifts in Wills and In-Memory Manager of the Cystic Fibrosis Trust sums up his organisation’s collaboration with The Online Book Company thus:
“The importance of gifts in Wills to the long term aims of a charity, and thanking the supporters for including a gift is of paramount importance…We must take the same time to thank donors during their lifetime and after their death as we do in influencing beforehand, and I am delighted to be working with the Online Book Company to make this happen.”
A BESPOKE, COST-EFFECTIVE APPROACH
Ranging from the simple to the multi-functional, our online books are always tailored to fulfil each and every charitable organisation’s specific needs and budget, while being designed to reflect distinct brand identities. Creating a dedicated and permanent online space, they fully integrate into a website and are accessible from anywhere in the world, 24 hours a day, 365 days a year.
A BETTER WAY OF SAYING THANK YOU
Online books make it easier to have a conversation with supporters about legacy giving. The impact of gifts in wills and living legacies can easily be demonstrated and the books are a user-friendly and accessible means of recognising, celebrating and thanking legacy donors. Donors’ families and friends regularly revisit and contribute to these books on an on-going basis.
“There is nothing quite like the sanctity of a traditional Book of Remembrance. The online book is not designed to replace this but to extend its reach, all the better connecting people and causes, and offering solace.”
Jonathan Haward, The Online Book Company
A NEW CHAPTER
After all, people’s values, personal interests and experiences bring them to believe in, volunteer for and support particular causes and charities. Honouring their legacies in an online book ensures their contribution is never forgotten:
“RNIB’s [online] Book of Remembrance gives us the opportunity to recognise those who have left a gift to us in their Will. These gifts are vital as they fund nearly a third of our work, making it possible for more people with sight loss to achieve their potential and face the future with confidence.”
To find out more about our online books and how we can help you, call 01872 226800 or email: firstname.lastname@example.org more