Some words matter more than others. Some have a rounder meaning, set a tone better and signal a mood more easily. In legacies the right words can be the difference between engaging or alienating.
The right words will help you and them nod with gentle enthusiasm, help them ponder on meaning or be moved by the string they form in the order they were delivered. They cut to the core, they sum up, they direct. So….here are my top 10 best words in legacy fundraising
- Consider – time after time a solid word in legacies. Being asked to consider is polite, respectful and appropriate. Would you consider leaving a gift? Nice
- Leave – leave a gift, leave a mark, leave something of yourself
- Gift – A legacy is a gift. Simple
- Future – Some time soon. Look to then and you made this possible – in the future. Hope. Now but to come
- Small – A small share, a small amount, small. Legacies get seen as large when in reality a small share of whatever is left after friends and family
- Share – a share of whatever is left after friends and family
- Family – its first and foremost and needs to be upfront
- Remember – the time to look back, with the donor and you
- Commit – a promise to leave a gift but no more – in time, when ready
- Thank you – its two words but lets break a few rules
This is not jargon. This is communication, connection, relational. Honest and real. Hope. That is a legacy.