A Legacy Event for Your Major Donors

Unlike an acquisition event where you’re inviting new donors into your work, or a major donor event designed to meet the needs of your entire donor base, a legacy event is for your most invested major donors. It’s an event designed to build relationships, increase major donor support, and cultivate long-term investments.

Legacy Event 101

• A legacy event is a capstone to a small campaign. It doesn’t have any ticket price or day-of-event fundraising. Instead, it’s a thank-you event designed to celebrate a donor’s commitment and to help you build and cultivate relationships.
• Legacy events are exclusive, and access comes only through giving as part of a short campaign challenge or as a part of your top-tier donor circles.
• Legacy events welcome people into an exclusive club of supporters. The intention is to use the event to foster ongoing and future contributions, build deep relationships and make connections. People give to people.
• Legacy events are low in cost and big in return. The return you receive is not only their campaign gift, but also their long-time investment in you, your work and your relationship.

The Strategic Ask

The planning of a legacy event starts with your strategic ask. What is the campaign or challenge that you’re trying to secure?

The ask is not to attend or buy a table, but is instead a select series of key asks to major donors and corporate supporters with the opportunity to match a major donor in their giving or to join a donor circle.

As a result of participating in the campaign, donors will receive an invite to an exclusive evening with your organization. Establish tiers of giving to the campaign. Ask people to give at the size that is meaningful to them. Regardless of their gift size or what circle they choose to join, this exclusive evening will invite campaign donors to attend with a guest. Each gift will yield two seats.

The Event

This is an opportunity to see your guests, thank them, know them and return the investment. The guest should feel that they are a part of your organization and that their support allows you to complete your mission. The most important element of this event is simply people connecting to people.

Each staff member should be assigned to host 2-4 guests. The intimate nature of this event is designed to really connect people. This is done through intentional experiences and relationship-driven programming.

The legacy event is unique and exclusive. It features the opportunity to really understand the story of your mission. It should feel special and guests should feel seen. Design your event as a unique high-touch donor experience that is customized to your mission and your audience. Perhaps this is an opportunity to bring donors into your organization for the first time.

Ultimately, the goal of a legacy event should be to cultivate your donors with a specific, unifying solicitation goal that maximizes your staff time and puts your relationships front and center.

Learn about other types of events and how they can support your fundraising campaigns:
“An Engagement Event that Connects”
“Mission Focus Your Major Donor Event”