Great Bequest Fundraising

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Melbourne Museum

11 Nicholson Street

Carlton, VIC 3053


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The next 30 years will see the largest intergenerational transfer of wealth in human history. Are you ready?

About this Event

While more donors are leaving more gifts in will to charity than ever before, many charities fail to communicate effectively with their donors – lacking the skills and confidence to engage their organisation in the conversation or failing to articulate a clear and compelling reason for their donors to give.

Alan Clayton and Ashley Rowthorn will give you insight into a new major research project, produced by the Hartsook Centre for Sustainable Philanthropy. The ground-breaking report on the motivations of bequest giving brings together relevant thinking from over 150 academic studies and translates it into a model for how - and crucially why - donors leave a gift in their will to charity.


You are not necessarily a bequest fundraiser but you are a leader.

This seminar is for chief executives, executive team members, trustees, directors, heads of fundraising and bequest managers. Anyone looking to prepare their organisation for bequest growth or to see a steep change in their bequest income.


• How bequest giving is changing and how you will need to adapt to a new generation of donors

• The core motivations why donors leave gifts to charities in their wills and how your organisation needs to act to be attractive to bequest donors.

• How to create powerful communications that speak to the core motivations of your donors and have a lasting impact.

• How to unite your organisation behind you and make your team proud of your bequest fundraising.

• What the research tells us about how bequest donors think – and how donor-centred thinking is key to successful bequest fundraising.

• How to facilitate difficult conversations through the power of stories.

• How taking care of the donor’s wishes post death can increase the impact of the gift, and protect your risk and reputation.


Alan Clayton

Alan works in the inspiration and creative business, for charities, non-profits and NGOs globally. He is a force for rapid and dramatic change and growth, with people power at the front of his philosophy.

After a career in national charities, he spent ten years running a full service agency, then formed Revolutionise in 2008. Alan has worked with over 320 clients around the world. He specialises in pitch-winning creative insight and strategy, donor insight, emotional communication and motivation. Alan is also Creative Director at Legacy Voice and Chairman at Robejohn & Associates here in Australia.

Ashley Rowthorn

Ashley Rowthorn has spent the last 10 years immersed in bequest giving. Starting out in a regional role, having bequest conversations in the community, to managing national bequest marketing campaigns, and becoming a member of Remember a Charity’s campaign council.

He has created the UK’s leading bequest giving consultancy - Legacy Voice, a specialist fundraising agency, dedicated to helping charities raise more money through the power of conversation. He also runs Legacy Link, a bequest administration consultancy, which takes care of its charities bequest gifts through its network of experienced Legacy Administration Officers. Ashley has worked with over 50 charities, bringing in more than $180m in bequest income in 2018.

Places limited! Group discount available.

Contact Claire for more details at or call (03) 9522 8500.



Melbourne Museum, 11 Nicholson Street, Carlton, Victoria, 3053

Public transport

• Tram 86 or 96 to corner of Nicholson and Gertrude Streets

• Free City Circle Tram to Victoria Parade

• City loop train to Parliament Station

• Bus routes 250, 251 and 450 to Rathdowne Street

• Stop #5 of the Melbourne Visitor Shuttle

Car park

Located under Melbourne Museum, the car park is open 7 days a week from 6.00am to midnight daily.

Enter via Rathdowne Street or Nicholson Street.

You can book online for only $12/day at

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Melbourne Museum

11 Nicholson Street

Carlton, VIC 3053


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