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Philanthropy Matters | Activating Legacy Giving

This live classroom online course, led by Marina Jones, gives you the best possible foundations for activating and running legacy campaigns.

Using a mix of presentation, small group discussion, real world practical case studies and academic research, you will learn how to raise more money from legacies.

By the end of the course, you’ll have a strong understanding of the potential and joy of legacy fundraising and a plan for your legacy campaign. You’ll also feel more confident in how to approach legacy marketing with your Board, your staff and your audience.

Session 1: Tuesday 21 January 2025 | 9.30am-12.30pm
Session 2: Tuesday 28 January 2025 | 9.30am-12.30pm

What will you learn?

Over the two three-hour online sessions, you’ll explore:

• the psychology of legacy giving
• how legacy fundraising works and why people give legacies
• the size and scale of the opportunity of legacy fundraising
• why people specifically give to arts, cultural and heritage charities
• making a legacy ask face to face
• running a legacy promotion and marketing campaign
• thanking and stewarding legacy pledgers
• gaining further insights from your legacy pledgers to refine your campaigns

Who is it for?

Fundraisers in the culture sector, managing legacy giving in particular, and looking to develop your skills. Suitable for volunteers, staff and Board members.

Marina Jones is doing the most imaginative and effective legacy fundraising work in the UK cultural sector. This is a wonderful opportunity to up your legacy game.
Bernard Ross, Director, National Arts Fundraising School

Meet the trainer

Marina Jones

Executive Director, Philanthropy and Public Affairs, English National Opera

Marina Jones has been described as “one of the UK’s most successful arts fundraisers”. She has over 20 years’ experience of working at a variety of arts and cultural organisations, implementing legacy campaigns and stewarding donors, as well as working on major capital campaigns, audience engagement, membership, apprentices, core revenue support, and learning and participation projects.

She is an Honorary Researcher at University of Kent and was awarded a Distinction in her Masters in Philanthropic Studies with a dissertation on legacy giving to the Royal Opera House. The dissertation, working with Dr Claire Routley was published as “When I go my family will see my life in programmes”: Legacy giving and identity at the Royal Opera House in the Journal of Philanthropy and Marketing (2022).

Details

Date: Tuesday 21 January & Tuesday 28 January 2025
Time: 9.30am-12.30pm
Cost:
£120 + VAT for C&BS members,
£190 + VAT for non-members
Category: Training Courses

Trainer

Marina Jones

Venue

Online

Booking

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