Developing a Legacy Strategy (Management Level) (22-Jul-24)

Legacy FundraisingStrategy
22 July 2024
08:00AM to 04:30PM

Individual Prices


Package Type Available To Price
Individual Member Fee All Days Individual Members £199
Non-Individual Member Fee All Days Non Individual Members £257

This inspiring one day course will enable you to prepare and fulfil a detailed legacy strategy, enable you to develop meaningful Key Performance Indicators (KPIs) and provide you with a cultivation and stewardship programme.

Standard Content

Leading a legacy campaign involves understanding the research priorities, developing focused and inspirational legacy messages and developing clear and challenging objectives for each prospect segment. This course focuses on strategy, KPIs and how to lead and run a successful programme.

Richard is an engaging and highly experienced trainer, as well as being the acknowledged expert on legacy fundraising. His insight is second to none - and his practical 'real world' advice makes this training relevant to charities large and small. Plus, he's great fun!

Kate Love, Director of Development at Felsted School

Who should attend?

This course is designed for experienced fundraisers who are involved in the legacy marketing and need to develop a new legacy strategy and develop focused legacy materials. It is suitable for dedicated legacy fundraisers and for those whose job includes other responsibilities.

Benefits for you and your organisation

If your charity is considering investing in legacies then this course will give you a detailed strategy which is as evidence based as possible with a really focused range of objectives and detailed communications programme. The course will suggest investment priorities as well as how to integrate legacies.

Learning outcomes

By the end of the course you will be able to:

  • Prepare and develop an effective legacy fundraising strategy
  • Research the legacy marketplace and identify threats and opportunities
  • Understand the motivations for people leaving legacies
  • Develop key communication objectives to generate improved results
  • Cascade legacy activities effectively throughout your charity
  • Develop and/or improve your stewardship programme
  • Establish the most realistic Key Performance Indicators (KPIs) and measure your success
  • Prepare and manage a prudent and cost effective budget
What's covered in the course
  • Research: statistics and the marketplace, past legacies, attitudes and motivations for legacy giving
  • Legacy communications: developing a legacy vision, messages relevant to different generations, focusing unique messages in each medium
  • Strategy development: objective setting, target audiences, methods of communication
  • Cultivation and stewardship: maintaining contact/upgrading with pledgers and enquirers
  • Evaluation: setting activity driven KPIs

You can bring any legacy materials with you for evaluation by the trainer and other delegates.

Legacy Fundraising: Other courses available

We run another Legacy Fundraising course depending on your role and level of experience:

  • Essentials of Legacy Fundraising - This course focuses on how to develop a simple but really effective legacy marketing campaign with minimal risk of investment but also alerts you to the bigger issues and opportunities such as volunteers promoting legacies


The Chartered Institute of Fundraising's live virtual training is delivered by trainers who are leading experts in their chosen discipline. Each virtual course has been especially designed to deliver a rich virtual learning experience. Your course will feature:

  • Zoom platform learning environment
  • Interactive engagement with the trainer and peers
  • Group discussions and exercises
  • Real-life case studies and examples
  • Ample Q&A opportunities throughout the sessions


The course is being delivered via the online platform zoom. To enable you to interact with your tutor and your class you will need to have access to a microphone (or access to a landline phone) and ideally have a working video link via a camera. To test compatibility with your system, you can join a test meeting via this link

About your trainer

Richard Radcliffe FCIOF(Cert) 

Initially Richard was an in-house fundraiser. But for the last 35 years Richard has specialised in researching supporters, training anyone to make the legacy “ask” (about 40,000 of them!) and developing legacy strategies (about 500!) He was Executive Chairman of Smee & Ford for 12 years where he started the UKs first dedicated legacy consultancy. He sold Smee & Ford over a decade ago and has since run his own consultancy. 

He has met around 34,000 supporters and service users for over 500 charities to gain their perceptions of the charities they support.

His strategies cover every cause of every size on the planet.

He has worked in over 30 countries on developing legacy campaigns.

He has been Chair of the International Fundraising Congress and Chartered Institute of Fundraising Convention for four years.

In 2018 he was given, by the Chartered Institute of Fundraising, the Lifetime Contribution to Fundraising Award.

His recent book, published by Smee & Ford, “Why legacies are brilliant for charities and how to get them” – is globally popular and a very practical book.

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