As production manager, I notice a clear difference between classic fundraising and fundraising for bequests. The latter is more sustainable in terms of philosophy. And that must also be reflected in the approach, and more particularly, in the finalization…
Just a small anecdote. It’s a remark I often get from friends: “Why does a pen or card have to accompany a letter asking for support? That all costs money, doesn’t it?”
The answer is very simple: because practice proves time and time again that a small gift generates more net income. And that is my job as a fundraiser: ensuring that we raise as many funds as possible for organisations.
This anecdote illustrates perfectly that the price tag is often a tricky point. And rightly so. Wastage, especially in this sector, is simply unethical. Period.
Why am I making that comment? Because the criteria for bequest fundraising are slightly different.
No one impulsively incorporates a bequest into their will. This choice is the result of a well-considered process. That is why all the material with which you want to support the candidate legatee must be in line with this philosophy. Extensive thought has been given to it; the approach must be as sustainable as the bequest itself.
There is no room to rush here. The most important criterium in bequest fundraising is quality. Donors should also be able to feel that we hold them in high regard when they’re holding one of our brochures.
All printed matter may – no, must – look elegant, stylish, and of high quality. When you receive a brochure, you will have a look at it, put it aside for a while, get it back out again after a few months, take it to the notary’s office, etc. Therefore, this material must also be able to withstand rough handling.
As the production manager, I have extensive discussions with suppliers. The conversation is not limited to the price alone. There is no debate on tenths or even hundredths after the decimal point. No; this is about paper types, ideal grammages, eye-catching models and sizes, etc.
This detailed interaction with the supplier produces visible results. Not all creative ideas need to come from WILL. It is quite possible that a printer – thanks to a clever remark – pushes a concept in a different and better direction. This is how we will ultimately arrive at a result with which all parties can identify perfectly.