Marketing and Communications

Legacy Marketing Across the Consideration Continuum

Tracy Malloy-Curtis

THURSDAY, OCTOBER 3, 10:00 – 11:00 A.M.


In order to compete for legacy gifts, organizations need to invest in multichannel legacy gift marketing. Many planned giving professionals don’t have the experience—or the time—to focus on the evidence-based direct marketing tools needed to take donors through the legacy gift consideration continuum. This session will help close that gap by analyzing examples of marketing and fundraising campaigns that integrate the fundraising message across different channels from direct mail, to email, to the organization's website, telephone, and social media. We will share artwork and results for actual campaigns, including organizations with both large and small budgets. Examples will illustrate best practices in legacy gift marketing across the consideration continuum, including donor identification, conversion of prospects from the consideration or intention stage to gift completion, and donor stewardship and cultivation.

Learning Objectives

  1. Understand the new paradigms of legacy gift marketing.
  2. Learn the evidence-based direct marketing tactics that underpin a successful legacy marketing program.
  3. Come away with actionable steps and specific examples to guide the process.


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Tracy Malloy-Curtis

Legacy Giving Director, Mal Warwick Donordigital

Tracy Malloy-Curtis is Legacy Giving Director at Mal Warwick Donordigital, where she helps clients create integrated multichannel planned giving marketing programs. She has 20 years of experience in direct fundraising for advocacy and social justice organizations, including the ACLU, International Planned Parenthood Federation, and International Rescue Committee, with a primary focus on planned giving and major gifts. She has a J.D. cum laude from Case Western Reserve School of Law, where she was the publisher of the Law Review, and a BS in political science from Southern Connecticut State University. She is currently a member of the board of directors of the Orange County New York Arts County and the advisory board of the Institute for Humane Education. She lives in the Hudson Valley, New York, with her family and a menagerie of rescued companion animals.