All of these are real legacy society names of Pentera clients. And while the name of your legacy society is not the most significant factor in stewarding donors, it is worth serious consideration when a society is being formed - especially because changing an organization name later is fraught with complications.
Almost all legacy society names fall into one of five categories: named after a person, a date, a landmark, the organization itself, or an inspirational word or phrase. If you are planning to form a legacy society, consider three keys when looking at the five categories: be intentional with your choice; select a name that is easily recognizable; and whenever possible link the name to your mission.
Here is a breakdown of the legacy society name choices of Pentera clients, followed by a short explanation of each approach.
| Named After Person Inspiring phrase Organization Date Landmark |
Percent 29% 25% 18% 15% 13% |
Named after a person
Legacy societies named after a person usually select the founding donor, although some societies choose a more recent donor of significance. Pentera also has clients with societies named after the founding president, the first woman graduate, a father and son who both served a hospital as surgeon-in-chief, and famous historical figures such as Ben Franklin.
This naming approach, the most popular among Pentera clients, is to present a role model for current society members - who may be inspired by the life (and gifts) of the one being honored for advancing the organization's mission. However, unless the person is really well-known, most people won't recognize the reference - which makes this the least optimal choice for new societies.
Named after an inspiring phrase
Some organizations choose inspirational words or phrases: The Carpe Diem Society, Dor L'Dor ("generation to generation"), New Century Society, Founders Legacy Society, Guardians Circle, and the Order of the Golden Shillelagh (a shillelagh being a cudgel that one takes up to pursue a cause begun by others). The name can be linked to the mission and is designed to inspire the donor to actually become a guardian or a founder or one who philanthropically seizes the day.
Named after the organization
Sometimes the simplest approach is the most effective: "The (organization name) Legacy Society." It certainly keeps the name of the organization in front of the donor, and it is completely clear what the society is about.
Named after a date
Many organizations name their legacy societies after the year in which the organization was founded. Among Pentera clients surveyed, The 1843 Society represents the greatest longevity. This naming approach establishes the stability of the organization - crucial for donors who are considering planned gifts.
Named after a landmark
An organization with a significant landmark or well-known natural element can use that for the name - a dominant clock tower (The Clock Tower Society), a main building of architectural and historic significance (The Old Main Society), natural beauty such as stately willows or golden oaks. This naming approach evokes donors' memories of that landmark or natural element, creating nostalgia that inspires loyalty (and giving). And sometimes it allows for a double entendre: The "Golden Oaks" are the trees on the organization's campus - but they could also be the supportive donors who stand tall in their golden years.
Read more
For a further analysis of legacy society names, check out a previous post discussing the three keys mentioned above:
http://plannedgivingbuzz.blogspot.com/2013/01/three-secrets-behind-successful-legacy.html
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