Why you should stop looking for fundraising silver bullets and unicorns.
NOVEMBER 6, 2017
Usually, these technologies and tactics focus on the top of the funnel, generating awareness or (at best) interest. Yet the most effective and lowest-cost technologies and tactics are the ones that get employed at the bottom of the funnel instead. The gold is at the bottom of the funnel for legacy gifts. In the case of legacy gift marketing, the people at the bottom of the funnel can be found in any organization’s legacy society.