How does a shared identity contribute to the Royal Opera House's legacy gifts? When do people start to think about giving a legacy gift? How does early adult personality formation influence legacy decisions? How should you talk to supporters about legacy giving?
In this episode, you'll hear from Marina Jones, the Deputy Development Director of English National Opera. You can find out more about Marina on the links below.
Twitter: https://twitter.com/meenamtj
Marina's website: https://marinajones.uk/
LinkedIn: https://www.linkedin.com/in/marina-jones-062459107/
This conversation was based on a research paper published by Marina and Claire Routley called “When I go my family will see my life in programmes”: Legacy giving and identity at the Royal Opera House. https://doi.org/10.1002/nvsm.1728
You can find out more about your host, Zac Parsons, on LinkedIn: https://www.linkedin.com/in/zwparsons/
For resources, reflection, and the transcript, visit: https://contributemore.org/mj/
Chapters:
(0:00) Intro
(0:48) What is the Royal Opera House?
(2:14) What is legacy giving and how does the Royal Opera House approach legacy giving?
(5:31) Different approaches to legacy giving
(8:33) Autobiographical memory and legacy giving
(14:49) Nostalgia and reinforcing memories
(15:56) When do people make legacy gifts?
(19:11) Shared identity in legacy giving
(24:23) Oral histories of the Royal Opera House’s legacy givers
(28:16) How to talk about legacy giving with supporters
(35:01) How can charities develop a deeper connection with their supporters?
(37:02) Outro