Carpe Diem

You might have noticed that I've been banging on about death quite a lot lately, though in relation to fundraising and giving, with very good reason.

Many charities pussy foot around the D word and even if they do get round to asking, ever so humbly, for a legacy - tend to do it in an unstructured, ad hoc, sort of way. Mind you asking, is a lot better than not asking! Look at the differences in Legacy Income for Shelter compared to Crisis. Both formed around the same time for similar issues about homelessness. Shelter have asked consistently for legacies, Crisis haven't. Result Shelter's legacy income is 10 times that of Crisis.A strategy is vital to plan the right approach.

Yet there's always a more urgent bit of work to be done isn't there? That'usually the answer I get when I ask why a charity doesn't have a coherent approach to asking for legacy gifts. Well I've got news for you. The fact is you sometimes have to JFDI (just effing do it) and the new year is a great time to "seize the day".

Start to ask some of your long standing supporters if they've made a charitable will and why the have or haven't remembered you. You'll be amazed by some of the insights you gain and which can help you refine your legacy vision. (You've got to have a vision). You're not asking for a gift, yet, but do it now because there are people dying who will never die again!

As George Smith put it, "it's the last great fundraising opportunity". Stephen Pidgeon is even writing a book, "Love your donors to death!" Next time I'll tell you about the Society of Friends, better known as the Quakers. Even though they do it silently, there is a lot we can learn from their approach to wills and will writing.