Legacy Giving Essentials Part 2: Cultivation, Conversion & Stewardship

Following up from last year’s session on the psychological drivers behind donors' decisions to include charitable gifts in their Wills, this Part 2 workshop will focus on the important cultivation, conversion and stewardship phases of legacy giving.

During this dynamic morning workshop, participants will explore the critical next phases of the legacy giving journey with Aimée Lindenberger, CFRE. This session follows up on the foundational insights from her first two books, "How to Talk About Legacy Giving" and "How to Engage Potential Legacy Donors," diving deeper into the upcoming books three and four of her series: the pivotal Cultivation & Conversion phase and the ongoing Stewardship phase of legacy giving.

This workshop addresses the all-important 2-3 year window it takes most donors to move from expressing interest in legacy giving to actually making a gift in their Will (or other estate gift)—and how to nurture these relationships long after the commitment is made. Through hands-on application and discussions, you'll learn to navigate the nuances of the cultivation process, apply behavioral science principles to deepen donor relationships, and implement proven stewardship strategies that transform legacy prospects into realized gifts and loyal legacy donors.

Throughout the session, you'll apply these insights to your organization's unique context and develop a practical roadmap for moving donors through each phase of the legacy giving journey.

Key Takeaways:

•  Master the Cultivation & Conversion Timeline. Understand the 2-3 year journey donors experience and learn evidence-based strategies to guide prospects from interest to commitment.

•  Implement Proven Stewardship Practices. Discover how to engage and steward legacy donors who self-identify, ensuring their gifts create the impact they envision.

•  Practical Tools for Your Organization. Receive actionable techniques and a tailored engagement plan that addresses the specific challenges of moving donors through the cultivation, conversion, and stewardship phases.

•  Q&A, Discussion, and Peer Learning. Hear directly from Aimée and learn from the experiences of other professionals navigating legacy giving programs.                                                                    

For information on the availability of bursaries to cover the cost of attendance, please email Tracey Lundell, CAGP Membership Chair at tlundell@seaglasswealth.com