The Legacy Challenge
Traditional Gift in Wills programs rely heavily on direct mail campaigns and telemarketing to cold or lukewarm prospects. These approaches often feel transactional and miss the supporters who are already deeply connected to your cause.
Conversr flips this model. Through our Regular Giving, P2P and Appeals stewardship programs, we identify supporters who demonstrate deep loyalty and emotional connection — the very signals that predict legacy intent. We nurture these relationships and surface high-propensity leads to your GIW team when they're ready.
Average charitable bequest in Australia
High-value supporters identified through loyalty scoring
Of lifetime value driven by top 20% of supporters
Signal Detection
Our stewardship programs capture the signals that predict legacy intent
Deep Motivation Sharing
When supporters share personal stories about why they care — a loved one affected, a cause close to their heart — they're signaling legacy potential.
High Engagement Patterns
Supporters who consistently respond, attend events, and engage with impact stories demonstrate the loyalty that precedes legacy giving.
Loyalty Scoring
Our stewardship programs capture sentiment, motivation and engagement data — scoring supporters to identify the top 20% who drive 90% of value.
Life Stage & Giving History
Combine demographic indicators with giving patterns to understand readiness for legacy conversations.
The Conversr Approach
From signal to stewardship to specialist handover
Early Signal Detection
Through Regular Giving stewardship, P2P events, and Appeals journeys, we capture motivation, sentiment, and engagement data. Supporters who share deep personal connections to your cause are automatically flagged.
Warm Relationship Building
These high-propensity supporters continue to receive our human, behavior-led stewardship. We affirm their identity as champions of your cause, create emotional peaks with impact stories, and deepen the relationship over time.
Loyalty Scoring & Tagging
Engagement patterns, response sentiment, and giving history are synthesized into a loyalty score. The top 20% of supporters — those driving 90% of lifetime value — are tagged for GIW outreach.
Right-Time Handover
When a supporter demonstrates readiness (life stage, giving maturity, expressed intent), we surface them to your specialist GIW team. The handover is warm, informed by months or years of relationship data.
Continued Stewardship
Even after GIW handover, supporters remain in our stewardship journeys — maintaining the human connection and reinforcing their identity as a lifelong supporter.
Behavioural Science Underpinning
Legacy giving is an extension of identity and belonging
Identity Reinforcement
Supporters who see themselves as champions, lifesavers, or heroes are more likely to make their support permanent through a legacy gift.
Reciprocity & Gratitude
Years of warm thanks and impact storytelling create a deep sense of connection and reciprocal commitment.
Endowment Effect
Supporters who feel ownership in your mission through tangible gifts, recognition, and belonging are more inclined to ensure its future.
Peak-End Rule
Creating emotional peaks (impact stories) and memorable endings (warm gratitude) makes the relationship unforgettable.
Social Proof
Highlighting legacy circles and bequest stories normalizes the behavior and signals that giving through a Will is valued.
Commitment & Consistency
Small, repeated acts of giving and engagement build a self-concept as a committed supporter, making a legacy gift feel natural.
Why This Works
- Early identification of high-propensity legacy leads
- Warm, trust-based relationships before the ask
- Data-driven insights into supporter motivation and sentiment
- Right-time handover to specialized GIW team
- Reduced cold-calling, increased conversion rates
- Long-term supporter value maximized
The Right Conversation at the Right Time
Legacy giving isn't about convincing someone to leave you in their Will. It's about identifying the supporters who already see your cause as part of their life story — and ensuring they know how to make their support last forever.
By the time your GIW team reaches out, these supporters have been nurtured through months or years of human, behavior-led stewardship. They know your organization, trust your voice, and feel a deep connection to your mission.
Integrated with Every Program
Legacy prospects aren't found in isolation — they're discovered through sustained, meaningful engagement across all your programs.
A Regular Giver who shares that their mother died of cancer. A P2P fundraiser who goes above and beyond. An Appeal responder who replies with a heartfelt story. These are your legacy prospects — and Conversr ensures you see them.