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Free AFP Webinar: The Art of the Legacy Ask
Wednesday, May 27, 2020, 1:00 PM - 2:00 PM EDT
Category: Webinars

The Art of the Legacy Ask

Program Overview

Please note: This webinar was booked long before COVID-19 and we want to recognize that soliciting legacy gifts at this moment can be poorly perceived. Ligia will take a few minutes to share with you some tactics you can implement to keep your legacy program moving before delving into the subject matter.

You’ve grown your legacy program, you have an impressive pipeline of donors interested and considering leaving a legacy gift to your wonderful organization and now comes the big moment: THE ASK!

There is a big misconception that soliciting for a legacy gift is the same as asking for a major gift. Nothing could be further from the truth. While there are some similarities, the approach and lead up is completely different.

This webinar will present the similarities and differences between a legacy and a major gift ask, what research tells us how donors make decisions and how you can harness all this information to craft a deeply personal and successful legacy ask.

Learning Outcomes

  1. Understand how asking for a legacy differs from other fundraising asks
  2. Learn about the research on how decisions are made
  3. Feel confident in our ability to make a solid legacy ask

1 CFRE Credits


Ligia Peña, CFRE, MInstF, AFP Master Trainer

Ligia Peña, CFRE, MInstF, AFP Master Trainer Ligia Peña’s career began in 2002 at the YMCA of Greater Montreal as the Director of Fundraising and Communications. Since then she has worked with many organizations in a senior-level capacity and has offered consulting services under her own banner. She is currently the Global Legacy Manager at Greenpeace International where she drives Greenpeace’s global legacy strategy and manages a community of practice of legacy managers in 14 countries. She’s a seasoned presenter internationally and she’s the author of the ‘Small Shop Fundraising’ chapter in the 2nd volume of Excellence in Fundraising in Canada. Ligia is a Ph.D. candidate at the University of Kent where she is researching the topic of national umbrella legacy marketing campaigns in the UK and Canada. When she’s not geeking out on legacy related things, she’s either knitting, cooking or planning her next trip. To follow her adventures, you can read her blog at www.globetrottingfundraiser.com.

Registration Fee

Yearlong Pass
Not Included
Not available