your legacy website: how to help your planned giving program respond to 21st century donors

Holly Wagg, CFREGood Works

Philanthropic

Counsel &

Chief Digital

Architect

holly@goodworksco.ca

www.goodworksco.ca

blog.goodworksco.ca

1) Understand how a

donor-centred website

is constructed

2) Identify the two main

audiences for your

legacy website and

how to craft the

information they’re

looking for

"Fictional character that

communicates the

primary characteristics

of a group of users,

identified and selected

as a key target through

use of segmentation

data."

Sarah is a mother to two young children who juggles the demands of her career and

family life, and has time for little else.

She’s always cared about the environment. She believes that it’s her mission to create

a better world for her children, and that creating that world exists in each and every

interaction she has. She doesn’t want her children to grow up in a world that is

destroyed by global warming.

Jane bikes to work, and she and her husband only own one vehicle – a Toyota

Highlander hybrid. She’s an avid reader of blogs that share how to raise

environmentally conscious children and she loves tips to make her household greener.

She makes all of the purchasing decisions, as well as the donation decisions for her

household.

• Middle-age

• Urban

• Active leisure lifestyle and fitness

minded

• Progressive values

• Digitally savvy

• Environmentally conscious

Jacqueline never married and never had any children. She’s always been community

minded. On Sunday’s she sings in the church choir, she goes door-to-door canvassing

for the local trails association each spring, and she makes sure that her elderly

neighbours have the transportation they need to get to their healthcare appointments.

Jacqueline always grew her own food, and now the once homesteader is a leader in

the urban farming movement. She raises backyard chickens, and coordinates the

annual seedy Saturday event. She advocated to city council to support the local

community garden.

Jacqueline cares about the environment and her community. She believes it’s

important to give back, and when she leaves the earth, she wants ensure that the good

she’s started can continue. That’s why she’s left a gift in her will to her three favourite

charities.

• Senior• Urban• Community-minded• Progressive values• Environmentally conscious,

particularly around food and non-GMO

• Senior• Urban• Community-minded• Progressive values• Environmentally conscious,

particularly around food and non-GMO

1) I have family to take

care of

2) I’m not rich and this is

something rich people

do

• PDF with

sample

codicil

language

• Legacy

brochure

or

package

1)Legal name

2)Charitable number

BONUS: Real

person contact info

*The Next Generation of Canadian Giving

Holly Wagg

613-232-9113 x103

holly@goodworksco.ca

www.goodworksco.ca