What Centre Parcs could teach legacy fundraising.

I’ve just come back from a four day stay at Centre Parcs. It was more than just a holiday. It was an experience. And one that left me thinking 🤔 about legacy supporter journeys in a whole new way.

If you haven’t been, Centre Parcs is all about immersing you in nature. You stay in cosy wooden lodges nestled in pine forests 🌳 , where you’re just as likely to spot a rabbit hopping 🐇 or a deer wandering pass your garden patio 🦌.

It’s magical especially if you’ve got little ones in tow.

That kind of customer experience, from arrival to departure, doesn’t just happen. It’s crafted and delivered consistently.

It’s a ‘collaborative approach’ 🔗 across the whole organisation to create delight and a sense of connection with nature. And it works. Around 60% of first-time guests return within three years 🤩.

So it got me thinking 🤔.

What if charities approached legacy supporters the way Centre Parcs treats its customers?

What if every point which a legacy supporter touches across the charity was intentionally designed to immerse them in the future vision of a shared ambition?

Sustaining that kind of engagement is a challenge 🎯. But not impossible. 

The impact of a total collaborative approach which generates ‘emotions through every interaction’ could be transformative.