A lack of consistency, both within individual charities and as a wider sector, makes it difficult to evidence a causal link between what is spent on legacy marketing, and the legacy income received as a result.
The situation is made more difficult by the long gap between the initial legacy communications and the eventual ‘payback’ which may come years later.
But despite this complexity, fundraising teams need to demonstrate the value of their activities, both to secure additional investment and to evaluate the ‘return’ on the resources they invest.
This project is conducted biennially, we will share a public briefing report in Spring 2024 from the current programme, and opening membership to the next programme in Spring 2025.
For more information, contact Caroline Waters