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 18 June 2024 | 9.30am-12.30pm

Session 2: Tuesday 25 June 2024 | 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