Questions about this campaign?
Find out more about our legacy strategy.
How do you find donors who wish to donate part of their legacy to your charity? A well thought-out campaign first determines the best way to approach your donors about the possibility to include your organisation in their will. You can then tailor further communications to this. Together with Amref Flying Doctors, we developed the legacy donation campaign to this end, consisting of a number of steps and tools.
Since 2005 we have been working intensively with Amref Flying Doctors. In 2016 they asked us to help them expand their donor database in Sweden, and with success. Today they have around 35,000 donors.
This provided a huge amount of valuable data that could also be used effectively for the legacy donation campaign and enabled us to develop a campaign together that gave donors the possibility to leave something meaningful to Amref Flying Doctors.
The selected donors were first send a direct mail comprising a long copy letter and questionnaire. Donors that returned the completed questionnaire could indicate how they wished to receive further information. For example, would they like to be called or be sent the legacy brochure? Donors who did not return the questionnaire were called and asked about their thoughts on an inheritance donation to Amref Flying Doctors. Those who showed in interest in this possibility were sent a brochure.
The legacy brochure that we developed together with Amref Flying Doctors is intended to inspire such a generous gesture. We showed donors the impact of the work that Amref Flying Doctors is doing, shared their hopes and dreams of the future of Africa and informed them about the importance of legacy donations. The brochure also explained the various possibilities to include Amref Flying Doctors in their will.
With the brochure we are hoping to inspire donors to leave a gift in their will to Amref Flying Doctors.
Download the brochure and:
Leave your details and discover the four steps to a legacy donation.