PROF. ADRIAN SARGEANT
Certificate in Legacy Fundraising
In partnership with Legacy Futures.
We’ll share the latest academic research and the very best of professional experience and practice. Critically, the course will also showcase new learning for legacy fundraising from the science of philanthropic psychology.
You’ll learn how to help supporters overcome the barriers associated with will making and to design communications that resonate with donor identity and deliver a deep sense of supporter wellbeing that is unique to the legacy context.
The course offers 20 hours of online learning spread over a total of 4 weeks. You’ll listen to lectures, undertake assigned readings and participate in 2-3 discussion forums in each week of the class. You can log in whenever you want to, but we recommend keeping up with the weekly schedule to get the most out of the class AND the interaction with your peers.
By the end of the course you will be able to:
Utilise key sources of information on the legacy market to inform your decision making
Understand who pledges legacy gifts and how you might target them
Develop a legacy donor persona for your organisation
Understand the role fundraising can play in overcoming barriers to legacy giving
Match donor motives with appropriate expressions of your case for support
Understand how to apply psych science principles to how people approach legacy decisions
Design legacy communications that maximise supporter wellbeing
Develop a legacy marketing plan for your organisation.
To gain the Certificate, participants will need to submit one very practical written assignment for grading/feedback from the course team. This can be either a communications critique or a legacy fundraising plan.
The course is led by Professor Adrian Sargeant, the first Hartsook Chair in Fundraising at Indiana University and now Co-Director of the Institute for Sustainable Philanthropy. Adrian is supported by Legacy experts, Dr. Claire Routley, Dr. Lucy Lowthian, and Harriet Jones-Day.
Course outline
Week 1: Legacy Fundraising Market
Week 2: Understanding Donor Behaviour
Week 3: Designing Effective Legacy Communications
Week 4: Legacy Marketing and the Legacy Marketing Mix
Cost
£1316 plus VAT
Register now
CFRE
Full participation in the Certificate in Legacy Fundraising is applicable for 20 points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.
Terms and Conditions
View the Terms and Conditions (pdf).
*If you’re not a registered nonprofit or charity and would like to book a place, please email Andrea directly: andrea@philanthropy-institute.org.uk
“I recently completed the Certificate in Legacy Fundraising course and the content and learning is exceptional”