How to Grow A Legacy Pipeline on a Shoestring Budget (Recording)

  • Duration
    90 Minutes
  • Author
    Ligia Pena
  • Course Level
  • Year Created
  • CFRE Approved
    1.50 Points



Join Ligia, the Global Legacy Manager at Greenpeace International, where during this webinar she’ll show you how to identify your best legacy (gifts in wills) prospects and grow a pipeline in a simple step-by-step process. And all this on a shoestring budget!

For nearly 20 years, Ligia has been starting and growing gifts in wills programs in nonprofits of all sizes, especially in small shops. Don’t be left behind and come learn easy and painless steps to get in on all the legacy fundraising fun! 

During This Nonprofit Webinar You Will Learn:

  • What are legacy prospects’ statistical predispositions
  • How to segment your database to identify your best legacy prospects 
  • How to rate and prioritize your prospects
  • How to create a winning survey to plot donors in your pipeline
  • How to create engaging opportunities to move your prospects through the pipeline to secure the pledge

The success of your legacy program relies on good prospects, inspiring stories and a strategic approach to moving donors. Without a thoughtful and strategic approach of moving donors, you may find yourself with disengaged donors. But what actions/moves should you do at every stage of the process?

This webinar will show you, step-by-step, how simple it is to implement a 3-stage pipeline that will inspire your donors and make your life easier.

You’ll Get These BONUS Materials:

  1. Database Segmentation Table
  2. Prospect Rating Table
  3. Sample Legacy Survey
  4. Pipeline Matrix
  5. Slides and Webinar recording

What Attendees Said about This Nonprofit Webinar: 

“I enjoyed the legacy giving webinar and the outline of the steps of moving those interested to becoming someone who pledges. Well thought out instruction and engaging. Thank you!”

Kenneth Gordon, IFYE Association of the USA

“I found the presenter to be excellent and engaging in presenting a lot of great information about starting a legacy giving program in a clear and concise way.”

Jan Latorre-Stiller, Cambridge Neighbors

About Your Topic Expert:

Ligia Peña, CFRE, MInstF is the Global Legacy Manager at Greenpeace International where she drives the organization’s global legacy strategy and manages a community of practice of legacy managers in 14 countries. Before working at Greenpeace, she worked at many small nonprofits where she launched and developed legacy programs. As an AFP Master Trainer, she’s a seasoned presenter internationally and author of the ‘Small Shop Fundraising’ chapter in the 2nd volume of Excellence in Fundraising in Canada.

She’s also a Ph.D. candidate at the University of Kent where she is researching nonprofits’ behaviour towards legacy umbrella campaigns as a tool to change society’s behaviour towards legacies in Canada and the UK.

When she’s not geeking out on legacy related things, she’s either knitting, cooking or planning her next trip. 

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