Amnesty identified more legacy prospects by making stewardship targeting reliable
Amnesty International Australia’s planned giving team needed a dependable way to decide which supporters to prioritize for legacy outreach, without relying on a model they couldn’t maintain internally.
Amnesty’s legacy team was losing confidence in who to prioritize
Before partnering with Dataro, Amnesty used an in-house propensity model to target legacy communications.
It worked, but it became hard to sustain. The team didn’t have the capacity to keep the model maintained and trusted over time, which created uncertainty about who to include and who to hold back.
A simple decision shifted the program from “best guess” to repeatable targeting
In August 2021, Amnesty partnered with Dataro to identify potential bequest donors within its existing donor base so the team could focus planned giving effort where it was most likely to matter.
Rather than reinventing Amnesty’s legacy program, the change was about making the “who should we engage right now” decision more reliable, week after week.
Stewardship ranks lived in the CRM and guided who Amnesty engaged
Dataro’s stewardship ranking was integrated against donor records so the team could act inside existing workflows.
That created a repeatable rhythm:
Where it lives: Amnesty’s CRM
What it produces: a ranked view of supporters most likely to be interested in a legacy gift
How the team acts: prioritizing multi-channel legacy outreach and follow-up around the highest-ranked supporters
Amnesty ran three standalone legacy campaigns annually, including an anniversary campaign, a donor survey, and Include a Charity Week.
The program produced measurable legacy outcomes over 2022–2024
In Amnesty’s first full year using Dataro’s Stewardship model, confirmed bequests increased by 60% in 2022, adding 72 new confirmed bequestors.
Amnesty also reported that 30% of confirmed bequests came from Include a Charity Week.
In 2023, confirmed bequests increased by a further 17%.
By the end of 2024, Amnesty confirmed an additional 140 new bequest supporters, representing a 62% year-over-year increase.
Amnesty also estimates $4.32M in additional income generated from identified bequest prospects, based on an average bequest value of $60k.
Build a repeatable legacy targeting workflow in 5 steps
Define what “legacy intent” means for your program using your own confirmation criteria and time windows.
Start with one campaign and one channel so you can validate targeting before expanding.
Rank your existing supporter file so you can make clear inclusion and exclusion choices under capacity constraints.
Push the prioritization back into the CRM so fundraisers can act without changing tools.
Measure outcomes against the previous approach and use those learnings to adjust thresholds and scale.
See what a ranked legacy pipeline looks like in your CRM
Get a short walkthrough of how planned giving teams use Dataro to prioritize legacy outreach from the existing file, and what you’d need to validate it in a low-risk first campaign.
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