Legacy intent is rare and usually unspoken, but legacy programs still have to decide who to prioritize and how to spend limited high-touch capacity. UNICEF Switzerland & Liechtenstein wanted a safer way to find likely legacy considerers earlier, without relying on broad, channel-led targeting.

Broad targeting made it hard to defend who should get high-touch legacy outreach

When legacy outreach is driven by broad rules of thumb, teams risk spending budget and time on supporters who are unlikely to engage.

The result is predictable:

• Low confidence in who to prioritize

• More “play it safe” volume than the program can sustain

• Missed opportunities to build earlier, more respectful legacy conversations

UNICEF Switzerland & Liechtenstein chose to rank supporters by legacy propensity inside Salesforce NPSP

In 2025, UNICEF Switzerland & Liechtenstein partnered with Dataro to move from volume-led selection to a propensity-led approach for legacy.

Dataro helped UNICEF Switzerland & Liechtenstein generate a legacy propensity rank for supporters using giving and engagement history.

A weekly-updated rank clarified who to prioritize, who to suppress, and where to focus stewardship

The legacy propensity rank was used to create a more consistent way to choose the next best list or action.

The team could:

• Prioritize supporters with higher predicted legacy intent

• Suppress supporters less likely to engage with legacy messaging

• Align higher-cost and higher-touch tactics to the right audience

Rankings were updated weekly so the program could keep decisions current rather than relying on a static list.

A cross-channel funnel used one shared view of intent to coordinate outreach

With a ranked view of legacy intent, UNICEF Switzerland & Liechtenstein ran a funnel-based motion across channels:

• Email newsletters introduced legacy messaging at scale

• Direct mail legacy surveys focused on higher-potential audiences

• Phone follow-up prioritized supporters showing stronger signals of interest and higher predicted potential

This made the program’s outreach more targeted and easier to operationalize week to week.

The program identified 304 high-intent legacy considerers and built a pipeline worth an estimated CHF 700,000

Over seven months, UNICEF Switzerland & Liechtenstein identified:

• 304 high-intent legacy considerers added to the fundraising pipeline

• 15 confirmed legacy commitments

• An estimated CHF 700,000 in additional future legacy income in the pipeline

The team also achieved a +24% higher legacy response rate across channels.