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02 March 2018

Legacy Marketing & Administration

Notification of a single legacy bequest can herald a sea change in a charity's fortunes. Legacies needn’t just trickle in - a well thought-out marketing strategy should over time increase notifications significantly. alms.NET supports legacy marketing programmes and estate administration once probate has been granted.

Legacy Marketing is about raising income through gifts in wills. Most charities will have mapped out a journey for their legacy contacts starting from an enquiry to the final stage of fulfilling the gift. A typical journey can look like this: Enquirer --> Considerer --> Intender --> Pledger --> Legator  

Legacy Marketing

alms.NET provides support for the complete journey from the enquiries to pledgers to the intricacies of fulfilling a legacy once the notification has come in. The journey can be set up in alms.NET by yourselves and current counts of contacts at each stage in the journey are always available on the team’s dashboard. When opening the contact 360 view in alms.NET, you will be able to see whether the supporter is involved and their current stage in the journey . This information can also be used in selections and exclusions when compiling your segmentation strategy for communications.

Interest can be triggered by marketing promotions such as a check box on a donation form or a leaflet at a solicitors’ office or on your website. This enquiry can be recorded in alms.NET with the trigger (Information Source). This will enable you to analyse how successful different marketing promotions are. The information pack can be generated from alms (Marketing Materials) and the communication recorded against the individual's activity record.

Direct communications to enquirers can lead to them moving through the journey and all steps are recorded for further analysis. As you engage with them you will gather more information about them such as dependency details - alms.NET Profile functionality will let you create user defined fields against the individual to hold this information.

When a clear interest is known e.g. pledgers, more targeted communication may be required and in some cases, pledgers may be assigned to caseworkers to personally manage. A care plan can be created in the form of a checklist (alms.NET Steps functionality) which the caseworker can work through and update. The checklist items can be manually created or they can be created automatically based on certain actions (alms.NET Trigger functionality). Monitoring information is available on the team dashboard. You are also able to add any details that the pledger may have provided at this time, e.g. type of Legacy, amount.

Legacy Administration

Notification of a legacy or gift in will can come in in a number of ways - from an agency such as Smee and Ford, executor or a family member. The legator can be recorded with the information provided in the notification - notification date, death date, probate date,estate values, executors, details of the legacy and other charities and beneficiaries.

It is likely that a legacy can be assigned to a caseworker who is responsible for the progress and any communication. There will be routine steps that need to be completed and this can be added to the legacy in alms.NET using the Steps functionality which will enable the team and caseworker to track the progress of the legacy. The ability to add ad hoc steps is also available if the legacy has to follow a different route.

The different type of legacies can be recorded with any relevant information, e.g. amount for a Pecuniary legacy, percentage for a Residuary legacy, gift for a Specific one. Combination legacies can be also be created. As the legacy case progresses, the expected income and dates can be recorded. When the income comes in, it can be matched to the expectation. The Legacy team will be able to monitor expectation of income, promised income and income received.

There will be several documents relating to the legacy case which can be recorded using the alms.NET Information Links and a full communication history is available via the Diary and Activities functions.

There will also be a number of individuals that you may need to communicate with - these can range from next of kin to executors to beneficiaries. All of these contacts can be connected to the legacy with defined roles including the lead charity contact. Because potentially so many people are involved, it must be easy to see all interactions. The legator’s record is one place to record this but you can also decide whether another contact should also hold the complete communication history.

 If you would like further information on the above or any other processes, please contact



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