Hi everyone, I’m still working on fixing the email notification system, since it has been sending out notices of new posts to only 12 or so people each week. Thanks for your patience. Before we get started on this week’s topic, please join me at the Nonprofit Marketing Summit, which is going on this week March 5 to 7. I’ll be on a panel with Stephen Gyllenhaal (producer of the documentary Uncharitable) and nonprofit leader Dorri McWhorter on March 6 at 2pm PT to discuss overhauling the nonprofit sector. The summit is FREE. Register here. Auto-captions will be available.
This week, for all 12 colleagues who got notices of this post, we talk about the idea of legacy. This is a word we use a lot in our work, especially in fundraising. For instance, talking to donors about what kind of legacy they want to leave. And last year, I got into trouble because someone asked what was wrong with a wealthy person hoarding wealth away in order to create a “legacy of philanthropy” for their offspring to engage in, and I called it gross. Because it’s gross. (Lots of people were offended. I had to write an apology).
Like with many other concepts in our sector, it’s time to examine our definition and ideas around “legacy” and how we engage donors around it. Currently, the way most of us think of legacy is very narrow: It’s basically what people will leave behind when they die, and how other people will remember them. It is one of the tools we fundraisers use, and it can lead to donations. For instance, someone donating a large sum and getting a building named after them, a legacy that will last long after they’re gone.
Continue reading “Legacy reimagined: moving donors from ego-driven to justice-centered philanthropy”