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A vital insight which often gets missed when developing a legacy value proposition is revealing what’s stopping a prospect from acting on leaving a gift in their Will. Prospects delay legacy gifts not because they don’t care, but because they fear making an irreversible mistake, even though they could amend a Will in the future. It’s important but challenging to listen carefully for any emotional frictions when conducting qualitative research. At Woodgreen Pets Charity, mistrust of charities...

One of the greatest skills I've learnt since becoming a legacy fundraising consultant is learning when to keep shtoom (or slient). And trust me, it took a long time for me to master 🫢. Silent prompts (3-5 seconds) are a really powerful tool to surface deeper emotions 💗 when conducting 1-1 interviews especially with legacy supporters.  Why? Because after a rational response, a silent few seconds signals 'permission' 👍 for the interviewee to continue talking. So they may continue to follow...

AI chatbots like ChatGPT are reshaping how people choose charities to leave gifts in their Wills. They’re helping people figure out not only what kind of charity to support, but also think more deeply about the impact their gift could have, how effectively donations are being used, and what long-term plans a charity has in place. I gave it a go: “I’d like to leave a gift in my Will, but I’m not sure which charities to support. I’m passionate about marine conservation, ideally charities whose...