Session: Crafting effective legacy propositions

Unlock the power of research, insight, and creativity to transform your charity’s legacy messaging

If your charity’s legacy messaging isn’t moving hearts—or driving action—it’s time to rethink your approach.

At Ask Direct, we’ve helped leading charities like Arthritis Ireland, Barnardos, and

GOAL turn legacy giving into a vital, inspiring part of their fundraising strategy. In this high-impact session, we’ll share the proven methodology we use to craft legacy propositions that not only resonate with supporters—but compel them to act.

Our approach combines behavioural insight, supporter research, strategic clarity, and the creative spark that makes messages memorable and motivating. If you want to elevate your legacy communications and leave a lasting impression, this session is for you.

What you’ll gain:

• A clear understanding of why your legacy proposition is the cornerstone of effective legacy fundraising
• A behind-the-scenes look at how supporter research directly shapes and strengthens the legacy proposition
• A practical, expert-led walkthrough of the Ask Direct process for developing high-performing legacy propositions and examples of propositions that we have crafted for Irish charities.

You’ll leave with tools, tactics, and real-world inspiration to start building—or refining—a legacy message that delivers results.

Don’t miss this opportunity to learn from the experts behind some of the most successful legacy campaigns in the sector.

Annetta Murphy

Annetta’s love of writing sparked her fundraising career at Stephen Thomas, Canada’s first direct response agency working with non profits. There, she worked with some of the country’s largest and most dynamic charities.

In 2005, love of a different kind brought her across the Atlantic to Dublin. She joined the fundraising team at CMRF Crumlin. 

But agency life beckoned to her. She started working in Ask Direct, managing successful fundraising campaigns.

Her love of writing eventually brought her full circle, back to where she truly shines: creating emotionally resonant appeals that connect with donors. In 2017, her talent was recognised when she received the An Post Bronze Award for Best Copywriting for a direct marketing campaign.

In 2021, Annetta deepened her understanding of donor motivation by completing a course in Philanthropic Psychology. Using these principles, she has crafted campaigns that speak directly to donor identity and values, especially powerful when persuading donors to make the ultimate gift - a lasting legacy for their charity.

As Head of Creative, Annetta thrives on helping fundraisers uncover and share their most powerful stories—turning emotion and insight into words that move people to give.