In the middle of a lot of major gift work, several charities are asking whether legacy pledgers should be included in and treated as major donors? A resounding ‘yes’ is my view. These people are making a life time gift and should enjoy first class stewardship and above all thanking/recognition when they are around to enjoy it!
I now know of four major legacy pledgers who have actually ‘upgraded’ as a result of good stewardship; from pecuniary to residual! Think of the shift in donor value on that decision.