Digital legacy fundraising
for non-profit organizations

Why legacy fundraising?

Over 9000 organizations in Germany compete for a donation volume of more than 5 billion euros ^1). In the increasing competition for donations, fundraisers are facing great challenges.

More than 3,000 billion euros will be inherited in Germany between 2015 and 2024. Only a fraction of this ends up with organizations, although the potential would be enormous. About half of Germans are regular donors, thus showing their commitment to aid organizations ²⁾.

Legacy marketing and fundraising are therefore the most attractive source of funding for organizations with a donor, member or benefactor base. A bequest or inheritance in favor of an organization is on average 40,000 euros ³⁾.

How to acquire legacies & inheritances?

Inheritances and legacies do not just happen 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.

Organizations used to rely primarily on the costly mailing of heritage brochures. The response rate for such brochures is usually low and measurability is difficult.

Today, a company’s own website and online fundraising portals such as DeinAdieu.de are the most important fundraising tools for non-governmental organizations.

The Children’s Hospital Zurich receives several dozen potential bequests each year through DeinAdieu’s wills service – without any personnel input on our part.

Wanda Arnet, Inheritance, Legacies and Philanthropy Manager

What services does DeinAdieu offer?

Online will for your page

With the Online Will Assistant, donors, patrons, members and other visitors to your website can create an individual will template free of charge and with legal validity.

Your organization is automatically suggested for consideration
Co-branding incl. Contact the responsible fundrasing person
Easy to embed on your website
Multilingual (DE, EN, FR, IT)
100% data protection compliant and legally secure

Additional Functions & Tools – for integrated legacy fundraising

We provide further tools and templates in your partner login for integrated legacy fundraising.

Various communication aids and templates to download
Partner login to manage your organisation

Measurable success

Your partner login gives you access to real-time measurement data such as clicks, visits, transactions and leads generated via the Online Will Assistant. In addition, we 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.de

We present your organization with its own profile and details of your projects and introduce the person responsible for foundation marketing and legacy fundraising. Visit our organization directory.

Organisation Directory Listing
Your own profile with your organisation’s key data
Contact to 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 have a donor database with at least a few thousand contacts that you can inform about the possibility of donating a will. Members, patrons, clients, or otherwise emotionally connected to your organization also come as pot. Testators in question. What is relevant here is not a particularly generous donation in the past, but the emotional connection or at best the donation frequency/loyalty. 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

Get all services* by DeinAdieu in a convenient subscription model. The subscription to DeinAdieu includes:

The Online Will Assistant for your page
A presence on DeinAdieu.de in the directory with your own profile
Access to the partner login with tracking, leads as well as other resources
Free support and consulting (1 hour per year)
Annual cancellation option up to 3 months before subscription expires
Flexible start date

*Reportages are not included in the subscription price and will be invoiced separately.

Individual Whitelabel Solution

Prerequisite for the whitelabel solution is an active partnership with DeinAdieu within the framework of a basic subscription.

Scope of Services:

No logos, contact information from DeinAdieu.de;
Own domain in 4 languages
Branded mails to users and from mail domain info@testamentservice.de
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 whitelabeling
Subscription creation
Set up your individual domain
Test run with partner organization and 1 hour technical support from senior software developer

NGO income in Euro	NGO smallest	NGO small	NGO medium	NGO large
NGO income in Euro	< 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 with a VAT identification number (VAT ID): Service without VAT – tax liability lies with the recipient.
For organizations without a VAT identification number (VAT ID): VAT is charged.

Become a DeinAdieu.de 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. Take advantage of our seven-plus years of practice in digital legacy fundraising.

Request advice

What other fundraisers say about us:

Sources

^1.) German Central Institute for Social Issues (DZI). (2021). DZI Donation Statistics 2020. https://www.dzi.de/wp-content/uploads/2021/11/DZI-Spendenstatistik-2020.pdf. Page 5.
^2.) German Central Institute for Social Issues (DZI). (2021). DZI Donation Statistics 2020. https://www.dzi.de/wp-content/uploads/2021/11/DZI-Spendenstatistik-2020.pdf. S. 7.
^3.) Deutsches Institut für Altersvorsorge GmbH (ed.). (2015). Inheritance in Germany 2015 – 24: Volume, Distribution and Use. birkenbeul communications GmbH. http://show.dia-vorsorge.de/books/kfqk/#p=6. Own calculations.
^4.) Deutsches Institut für Altersvorsorge GmbH (ed.). (2015). Inheritance in Germany 2015 – 24: Volume, Distribution and Use. Birkenbeul communications GmbH. http://show.dia-vorsorge.de/books/kfqk/#p=6. p. 42
^5.) Own calculations
^6.) German Central Institute for Social Issues (DZI). (2021). DZI Donation Statistics 2020. https://www.dzi.de/wp-content/uploads/2021/11/DZI-Spendenstatistik-2020.pdf. Page 5.
^7.) Deutsches Institut für Altersvorsorge GmbH (ed.). (2015). Inheritance in Germany 2015 – 24: Volume, Distribution and Use. birkenbeul communications GmbH. http://show.dia-vorsorge.de/books/kfqk/#p=6. Own calculations.
^8.) Fundraising Magazine. (2022, Feb. 11). More people ready for charitable bequests. Retrieved June 9, 2022, from https://web.fundraiser-magazin.de/bereitschaft-gemeinnuetziges-vererben
^9.) German Central Institute for Social Issues (DZI). (2021). DZI Donation Statistics 2020. https://www.dzi.de/wp-content/uploads/2021/11/DZI-Spendenstatistik-2020.pdf. Page 7.
^10.) Deutsches Institut für Altersvorsorge GmbH (ed.). (2015). Inheritance in Germany 2015 – 24: Volume, Distribution and Use. Birkenbeul communications GmbH. http://show.dia-vorsorge.de/books/kfqk/#p=6. Page 4.
^11.) Fundraising Magazine. (2022, Feb. 11). More people ready for charitable bequests. Retrieved June 9, 2022, from https://web.fundraiser-magazin.de/bereitschaft-gemeinnuetziges-vererben
^12.) German Central Institute for Social Issues (DZI). (2021). DZI Donation Statistics 2020. https://www.dzi.de/wp-content/uploads/2021/11/DZI-Spendenstatistik-2020.pdf. Page 15.
^13.) German Central Institute for Social Issues (DZI). (2021). DZI Donation Statistics 2020. https://www.dzi.de/wp-content/uploads/2021/11/DZI-Spendenstatistik-2020.pdf. Page 21.
^14.) Importance of donation and crowdfunding platforms for aid organizations in Donation Report 2021 – Zewo Study – Zweo and Swissfundraising 2021. https://zewo.ch/wp-content/uploads/2022/01/Spendenreport_2021.pdf

Digital legacy fundraisingfor non-profit organizations