Digital legacy fundraising
for non-profit organizations
Why legacy fundraising?
In Austria, over 6,000 organizations compete for an annual donation volume of over one billion euros 1). In the increasing competition for donations, fundraisers are under great pressure.
It is also a fact that around 15 billion euros are bequeathed in Austria every year, and the trend is rising. Only a fraction of this ends up with organizations, although the potential is enormous: around 70 percent of Austrians donate regularly and demonstrate their solidarity with aid organizations 2).
Legacy fundraising is therefore the most attractive source of funding for organizations with a donor, member or benefactor base. A legacy or bequest to an organization averages between 50,000 and 100,000 euros 3).
The potential is huge:
Over 20 percent of Austrians can imagine including an NGO in their will 4).
The population is happy to donate:
The Austrian population likes to donate to good causes. In 2023, 71% of the population donated 5). A high donation frequency signals loyalty and opens up opportunities for donations in wills.
The market is growing:
The Austrian inheritance market is growing significantly. The inheritance volume of 15 billion euros is set to increase in the coming years 6).
Heirs of retirement age:
The average age of heirs today is between 60 and 65 years 7). These people no longer need to build a livelihood and are eligible as donors. The heirs are just as important to the NGOs as the testators.
NGOs recognize the potential:
NGOs in Austria are intensifying their efforts. NGOs already receive over 120 million euros in estate donations, and the trend is rising 8).
Substantial source of financing:
Testamentary donations are becoming an increasingly important source of funding for NGOs. Over 10 percent of total donations already come from will donations 9).
How to acquire legacies inheritances?
Inheritances and legacies do not “fall from the sky” by chance. In most cases, an emotional relationship already exists between a person and the beneficiary organization. With the help of suitable tools, it is important to identify these valuable people and ask for their support.
In the past, organizations mainly relied on the costly mailing of legacy brochures. The response rate for such brochures is generally low and difficult to measure.
Their own websites and online fundraising portals such as DeinAdieu.at are the most important fundraising tools for non-governmental organizations today.
The Children’s Hospital Zurich receives several dozen potential legacies every year via the DeinAdieu will service – without any personnel involvement on our part.
Wanda Arnet, Responsible for legacies, bequests and philanthropy
What does DeinAdieu offer?
Online will for your page
With the online will wizard, donors, patrons, members and other visitors to your website can create an individual will template free of charge
- Your organization is automatically suggested for consideration
- Co-branding incl. Contact to the responsible fundrasing person
- Easy to integrate on your website
- Multilingual (DE, EN, FR, IT)
- 100% data protection compliant and legally compliant
Additional functions tools – for holistic legacy fundraising
We support you with additional tools and templates in your partner login for comprehensive legacy fundraising.
- Various communication tools and templates to download
- Partner login to manage your organization
Measurable success
Your partner login gives you access to real-time measurement data such as clicks, visits, transactions and leads generated by the Online Will Assistant. We also offer you a wealth of other resources for your work
- Real-time tracking
- Lead generation
- Basis for further relationship management
- Examples for thanksgiving
- Website Comparison ranking
Visibility on DeinAdieu.at
We present your organization with its own profile and details of your projects and introduce the person responsible for foundation and legacy fundraising. Here you can find the directory with the profiles: to the organization directory
- Organisation Directory Listing
- Your own profile with your organisation’s key data
- Contact the fundraiser
- Report on your organization and/or with potential testators (subject to a fee)
What are the success factors?
Prerequisites for successful digital legacy/estate fundraising are existing donors/members/stakeholders/benefactors or clients. It is also advantageous to have a well-known brand that has a high level of target group loyalty, as well as your own website through which the target group can be addressed:
Target group
Ideally, you should have a donor database with at least a few hundred contacts who you can inform about the possibility of donating a will. Members, patrons, clients or other people emotionally connected to your organization are also potential will donors. What is relevant here is not a particularly generous donation in the past, but the emotional connection or, at best, the frequency and loyalty of donations. With the Online Will Assistant, we are targeting people between the ages of 60 and 75.
Website
Your legacy marketing website, where you draw attention to your organization’s support opportunities, must be easy to find. The topic of legacy/inheritance must be prominently described and the Online Will Assistant must be easily accessible. Here is an example: Stiftung Denk an mich.
Number of visitors
Only large organizations have enough organic website traffic on the topic of legacies/bequests. Therefore, use your existing communication channels to direct your target audience to the appropriate landing page. You can use physical mailings, e-mail campaigns or newsletters, social media, brochures, annual reports, webinars, etc. You will find successful example campaigns in your partner login.
Basic Subscriptions, Top Listings and Whitelabel Solution
Basic subscription
Obtain all services* from DeinAdieu in a convenient subscription model. The DeinAdieu subscription includes:
- The Online Will Assistant for your page
- A presence on DeinAdieu.at in the directory with your own profile
- Access to the partner login with tracking, leads and other resources
- Free support and advice (1 hour per year)
- Annual termination option up to 3 months before the subscription expires
- Flexible start date
*Reports are not included in the subscription price and will be invoiced separately.
Individual Whitelabel Solution
Prerequisite for the white label solution is an active partnership with DeinAdieu within the framework of a basic subscription.
Scope of Services:
- No logos, contact information of DeinAdieu.at;
- Own domain in 4 languages
- Branded emails to users and from mail domain support@testamentservice.at
- Customizable design and own start page
- Optional thank-you-page with link to the organization instead of free initial consultation
Setup scope:
- Set up option white labeling
- Subscription creation
- Set up individual domain
- Test run with partner organization and 1 hour of technical support from senior software developer
| NGO revenue in Euro | NGO smallest | NGO small | NGO medium | NGO large |
|---|---|---|---|---|
| < 2 million | 2-6 million | 6-30 million | > 30 million | |
| Basic subscription (in euros per year*) | 1900 € | 2700 € | 3900 € | 5400 € |
| Whitelabel-Solution incl. One-off setup (in euros*) | + 5900 € (white label solution per year) + 1900 € (one-off setup) | |||
For organizations without a VAT identification number (VAT ID): VAT is charged.
Become a DeinAdieu.at partner
now
We will be happy to demonstrate all the functions of our platform and the online will assistant to you during an online meeting. Benefit from our more than seven years of experience in digital legacy fundraising.
What other fundraisers say about us:
Sources
1.) Fundraising Association Austria (FVA). (2023). Donation Report 2023. https://www.fundraising.at/wp-content/uploads/2023/12/FVA_Spendenbericht_2023_FINAL.pdf p. 3.
2.) Elisabeth Oberndorfer. (2023). How much do we inherit? Wiener Zeitung. https://www.wienerzeitung.at/a/oekonowie-erbschaftssteuer; Fundraising Association Austria (FVA). (2023). Donation Report 2023. https://www.fundraising.at/wp-content/uploads/2023/12/FVA_Spendenbericht_2023_FINAL.pdf p. 3.
3.) Fundraising Association Austria (FVA). (2023). Donation Report 2023. https://www.fundraising.at/wp-content/uploads/2023/12/FVA_Spendenbericht_2023_FINAL.pdf p. 21.
4.) Fundraising Association Austria (FVA). (2023). Donation Report 2023. https://www.fundraising.at/wp-content/uploads/2023/12/FVA_Spendenbericht_2023_FINAL.pdf p. 21, with further details.
5.) Fundraising Association Austria (FVA). (2023). Donation Report 2023. https://www.fundraising.at/wp-content/uploads/2023/12/FVA_Spendenbericht_2023_FINAL.pdf p. 6, with further details.
6.) Sophie Achleitner, Marie Hasdenteufel. (2023). Policy Brief 03/2024: Inheritances in Austria. https://www.momentum-institut.at/system/files/2023-07/07072023_policybrief4_erbschaften.pdf p. 10.
7) Fundraising magazine. (2022, February 11). More people ready for charitable bequests. Retrieved June 9, 2022, from https://web.fundraiser-magazin.de/bereitschaft-gemeinnuetziges-vererben
8.) Fundraising Association Austria (FVA). (2023). Donation Report 2023. https://www.fundraising.at/wp-content/uploads/2023/12/FVA_Spendenbericht_2023_FINAL.pdf p. 21.
9) See Fundraising Association Austria (FVA). (2023). Donation Report 2023. https://www.fundraising.at/wp-content/uploads/2023/12/FVA_Spendenbericht_2023_FINAL.pdf p. 6, 21.