The NSPCC is breaking with fundraising tradition by moving away from asking for legacy pledges from donors. The move will see a shift towards measuring what donors say through conversation, rather than the drive to get people to reveal their gift, as a first move towards a more donor friendly legacy strategy.

The change in direction follows extensive research with the agency Whitewater, as part of a review of legacy strategy based on donor insights. The move is the first in a range of initiatives designed to recognise what donors are saying.

Development Director for Legacy Fundraising, Stephen George said: “Whilst many donors are happy to let us know they have left a gift, the vast majority don’t like it, understand it or want to do it. We believe it’s time for a new approach, where we are free from the tyranny of the pledge.”

The NSPCC’s new approach will no longer measure success by the number of legacy pledges but by the number and quality of legacy conversations across all media – both face to face and direct marketing. Future DM strategy will be developed with this new approach in place. The legacy plan builds on the NSPCC’s Donor + strategy.

Chairman of Whitewater, Steve Andrews said: “The tail has been wagging the dog. Our need to measure has driven the whole sector’s obsession with pledging. But donors told us that our desire for a pledge put them off. We have come up with a new approach and way forward.”

To find out more, contact me on 020 7336 9700 or michelle.dennis@whitewater.biz

Michelle Dennis