Joining us will be:

Lucinda Frostick, Director of Remember A Charity, who leads a talented and committed team working to achieve the campaign’s mission of growing charitable gifts in Wills. Lucinda has a passion for legacies and has more than 20 years’ experience working for collaborative campaigns. Her role is to guide the team in delivering an integrated communications, advocacy and partnership campaign to drive UK legacy growth.

Paul Browne, Head of Professional Standards for the Institute of Legacy Management, who has many years of experience working for Legacy Link. Prior to his work in the legacy sector, his work experience included international channel development for UK scientific and manufacturing companies, national builders’ merchant distribution and retail banking.

Sinem Bilen-Onabanjo, Head of Legacy Engagement at Oxfam GB, who has built the charity’s legacy engagement team and programme and led its award-winning legacy campaign, ‘Stay in the Fight’. Sinem is passionate about legacy and in-memory giving and their role at the intersection of long-term supporter engagement and brand loyalty.

Together, we’ll explore what's changing, what supporters will be asking, and what legacy teams should be doing between now and April.

• 30th September 2026

• 10.30am – 12noon

• Online

If you haven’t already signed up, we’d love you to join us:

Sign up now

As always, this will be an open and informal discussion with plenty of opportunity to share ideas and hear from others across the sector.

Best wishes,

Stephen and the Legacy Roundtable team

On Wednesday, 30th of September, we will be hosting the next Legacy Roundtable. You can sign up now at the link below:

Sign up now

Our topic will be about preparing for inheritance tax in April 2027

We’re excited to invite you to the next online session in our Legacy Roundtable series.

Title: Gifts from Pensions: Getting Ready for April 2027

Date: 30th of September 2026

Time: 10:30-12:00

Location: Online (Zoom)

From April 2027, unused pension pots will count towards inheritance tax for the first time. That changes the maths for a lot of supporters, and it gives charities both a reason and a deadline to talk to them about their plans.

This session covers what's changing, what supporters will be asking, and what legacy teams should be doing between now and April.

We’ll be asking:

• What changes are taken place and does it provide opportunities or setbacks for charities and supporters?

• How can charities practically help their supporters during this transition?

• What changes should charities initiate internally to prepare for April 2027?

• What questions or concerns will supporters have going forward?

As always with the Legacy Roundtable, the aim is to create an open and thoughtful discussion where legacy professionals can share ideas, experiences and perspectives.

We’ll be confirming speakers soon, but in the meantime we’d love you to save the date and book to join the conversation.

Many thanks,

Stephen and the Legacy Roundtable team

Sign up now

A big thank you to everyone who joined us for today’s roundtable!

If you weren’t able to join us, you can find a short summary of what was discussed, along with an audio recording of the session below.

Hosted by Stephen Follows (Catsnake: The Story Agency) and Helen Smith (RNIB), this roundtable focused on how charities measure success in legacy fundraising before the income arrives. We looked at the role of forecasting, ROI and legacy lead values, but also the wider question of what meaningful progress really looks like.

We were delighted to be joined by:

Dominic Myers Green, Head of Supporter Giving & Legacies at Asthma & Lung UK – Dominic focused on how charities can measure and forecast the impact of legacy campaign using key metrics such as maturation rates, pledger and enquirer volumes, and average legacy value. He emphasis that forecasting is not an exact science, but provides charities with greater confidence when setting multi-year budgets and income targets. Dominic encourages charities to normalise conversations around returns on investment in legacy marketing to help teams building confidence in their projections and secure support for their future investments.

Helen Smith, Head of Supporter Experience at Royal National Institute of Blind People (RNIB) - Helen focused on taking a supporter-centred approach to legacy giving and that charities should respect an individual’s choice to identify themselves as a pledger rather than encouraging unnecessary follow ups. She encouraged charities to focus on meaningful KPIs, and suggested that new charities start collecting legacy data as early as possible to avoid investigating years and years of data that can create an overly detailed forecast and create false confidence in charities. Helen reinforced that successful legacy planning balances strong data with empathy for supporters and realistic expectations about future income.

Highlights included:

• Measuring legacy success often takes time, so charities should start incorporating planning and evaluation methods in the beginning to reflect the long-term nature of legacy income.

• Even though forecasting models cannot predict every outcome, they are most valuable when they guide strategic conversations and investment decisions.

• Building trust and respecting donors’ preferences is more valuable than just collecting data or encouraging supporters to identify themselves as pledgers.

• Regularly tracking campaign performance, refining assumptions and using realistic evidence to help charities build confidence and make stronger business decision for continues investment in legacy fundraising.

Thank you for listening in and save the date for our next Legacy Roundtable on 30th September 2026.

Many thanks,

Stephen and the Legacy Roundtable Team

If you’ve already signed up — fantastic! 🙌
If not, there’s still time to grab your free spot and hear fresh insights on exploring creative ways to enhance your legacy marketing.

We’ve had a slight change in our speaker line-up, but we are sure this will continue to be an insightful and informative webinar.

We will have one of our lovely hosts, Helen Smith, as a guest to talk through her experience with projecting legacy income for Cancer Research UK and RNIB

🗓 Wed 15 July, 10:30–12:00
🎙 Helen Smith (RNIB)
🎙 Dominic Myers Green (Asthma and Lung UK)
💡 Hosted by Stephen Follows (Catsnake: The Story Agency) & Helen Smith (RNIB)

👉 Register for free now — spaces are filling up fast!

Sign up now

See you tomorrow,

The Catsnake Team

If you’ve already signed up — fantastic! 🙌
If not, there’s still time to grab your free spot and hear fresh insights on exploring creative ways to enhance your legacy marketing.

🗓 Wed 15 July, 10:30–12:00
🎙 Jordan Miller-Hughes (Compassion in World Farming)
🎙 Dominic Myers Green (Asthma and Lung UK)
💡 Hosted by Stephen Follows (Catsnake: The Story Agency) & Helen Smith (RNIB)

👉 Register for free now — spaces are filling up fast!

Sign up now

See you next week,

The Catsnake Team

Joining us will be:

Jordan Miller-Hughes, Senior Global Legacy Marketing Manager for Compassion in World Farming, who is responsible for the growth of their global legacy marketing programmes across the UK, Europe and the US. Jordan has worked in fundraising for more than 13 years with the majority of those specialising in legacy & in memory giving.

Dominic Myers Green, Head of Supporter Giving and Legacies at Asthma and Lung UK, who has been in the sector for 20 years, with experience agency-side and at quite a few charities, including roles overseeing legacies and/or IG at Save the Children, Macmillan and Plan UK.

Together, we’ll explore how charities are using very different tones in their legacy marketing, from traditional emotional storytelling to more unexpected and provocative approaches, and what this means for engaging legacy audiences.

• 15th July 2026

• 10.30am – 12noon

• Online

If you haven’t already signed up, we’d love you to join us:

Sign up now

As always, this will be an open and informal discussion with plenty of opportunity to share ideas and hear from others across the sector.

Best wishes,

Stephen and the Legacy Roundtable team

On Wednesday, 15th of July, we will be hosting the next Legacy Roundtable. You can sign up now at the link below:

Sign up now

Our topic will be about measuring the value of legacy fundraising

We’re excited to invite you to the next online session in our Legacy Roundtable series.

Title: Before the Gift Arrives: Measuring the value of legacy fundraising

Date: 15th of July 2026

Time: 10:30-12:00

Location: Online (Zoom)

Legacy fundraising asks charities to think in a very different way.

A supporter might request a Gifts in Wills guide today, pledge tomorrow, and the gift itself may not arrive for many years. In fact, legacy gifts often take years to materialise after someone has included a charity in their Will.

So how do you know if your legacy campaign is working?

At our next Legacy Roundtable, we’ll be exploring how charities measure success in legacy fundraising before the income arrives.

We’ll look at the role of forecasting, ROI and legacy lead values, but also the wider question of what meaningful progress really looks like. Is it enquiries? Pledges? Guide requests? Conversations? Internal confidence? Quality of supporter engagement? Or a combination of all of these?

We’ll be asking:

• How are charities currently measuring the success of their legacy campaigns?

• What data is most useful when forecasting future income?

• How do you calculate the value of a legacy lead?

• How do you make the case for continued investment when the return may be years away?

• And how can legacy fundraisers tell a convincing story about progress, impact and future value?

• This session is designed for anyone who needs to report on legacy performance, make the case for investment, or simply better understand what “success” should look like in a long-term fundraising journey.

As always with the Legacy Roundtable, the aim is to create an open and thoughtful discussion where legacy professionals can share ideas, experiences and perspectives.

We’ll be confirming speakers soon, but in the meantime we’d love you to save the date and book to join the conversation.

Many thanks,

Stephen and the Legacy Roundtable team

Sign up now

A big thank you to everyone who joined us for Wednesday’s roundtable!

If you weren’t able to join us, you can find a short summary of what was discussed, along with an audio recording of the session below.

Hosted by Stephen Follows (Catsnake: The Story Agency) and Helen Smith (RNIB), this roundtable focused on how charities approach tone in their legacy marketing, looking at campaigns that take very different creative directions, from deeply moving storytelling to more surprising and unconventional examples.

We were delighted to be joined by:

Becca Longman, Legacy Marketing Executive at Amnesty International UK – Becca highlighted how bold and ambitious campaigning, grounded in an authentic voice, can be just as powerful as a budget. She also emphasised the importance of direct boldness with sensitivity through accurate, unbiased storytelling and ethical boundaries. Becca continued to stress the importance of tone of voice that aligns with the audience and how feedback on campaigns can strengthen telemarketing and refine your charity’s messaging.

Lauren Jones, Key Relationships Marketing Manager at Greenpeace – Lauren focused on standing out as a charity by building a bold, distinctive voice that aligns with your charity’s values and helps supports see themselves in the messaging. She emphasised how vital trust and strong relationships with stakeholders and audiences create movement-driven campaigns, even when some messages don’t resonates with everyone. Lauren also highlighted the importance of taking calculated risks, learning what does and doesn’t work and quickly adapting to refine and strength future campaigns.

Highlights included:

• Campaigns don’t always have to be soft or universal. A distinctive tone of voice that reflects the value of the charity can strengthen support and cut through the crowded charity space.

• Strong internal alignment can increase confidence in key stakeholders to help deliver ambitious, movement-led campaigns across the organisation.

• Effective storytelling that contains sensitivity, accuracy and awareness of audience impact can push creative boundaries while staying aligned with your charity’s purpose and respecting ethical boundaries.

• Be prepared to experiment as every approach will not land with audiences. Using feedback channels and having the willingness to pivot can refine your campaign and better connect your charity with its core supporters.

Thank you for listening in and save the date for our next Legacy Roundtable on 15th July 2026.

Many thanks,

Stephen and the Legacy Roundtable Team

If you’ve already signed up — fantastic! 🙌
If not, there’s still time to grab your free spot and hear fresh insights on exploring creative ways to enhance your legacy marketing.

🗓 Wed 15 April, 10:30–12:00
🎙 Lauren Jones (Greenpeace)
🎙 Becca Longman (Amnesty International UK)
💡 Hosted by Stephen Follows (Catsnake) & Helen Smith (RNIB)

👉 Register for free now — spaces are filling up fast!

Sign up now

See you next week,

The Catsnake Team

We’re looking forward to our next Legacy Roundtable on ‘Setting the Tone – Finding the Right Voice for Legacy Marketing’ and with just over two weeks to go, we’re delighted to share our speakers.

Joining us will be:

Lauren Jones, Key Relationships Marketing Manager at Greenpeace, who will be sharing insights from their standout legacy campaign “We Won’t Rest in Peace” a bold and unconventional approach to legacy giving.

Becca Longman, Legacy Marketing Executive at Amnesty International UK, who will talk about Amnesty’s recent “Never Back Down” legacy campaign and how they approach tone in their storytelling.

Together, we’ll explore how charities are using very different tones in their legacy marketing, from traditional emotional storytelling to more unexpected and provocative approaches, and what this means for engaging legacy audiences.

• 15th April 2026

• 10.30am – 12noon

• Online

If you haven’t already signed up, we’d love you to join us:

Sign up now

As always, this will be an open and informal discussion with plenty of opportunity to share ideas and hear from others across the sector.

Best wishes,

Stephen and the Legacy Roundtable team

On Wednesday, 15th of April, we will be hosting the next Legacy Roundtable. You can sign up now at the link below:

Sign up now

Our topic will be about finding the right tone for legacy marketing

We’re excited to invite you to the next online session in our Legacy Roundtable series.

Title: Setting the Tone – Finding the Right Voice for Legacy Marketing

Date: 15th of April 2026

Time: 10:30-12:00

Location: Online (Zoom)

Legacy campaigns often deal with powerful themes - life, death, memory and the impact we leave behind.

Traditionally, many charities have approached these topics with a reflective and emotional tone. But in recent years, some organisations have taken very different approaches - experimenting with humour, activism, bold creative ideas and even provocative storytelling.

So how do you decide what tone is right for your charity?

In this session we’ll explore how charities approach tone in their legacy marketing, looking at campaigns that take very different creative directions, from deeply moving storytelling to more surprising and unconventional examples.

Together, we’ll discuss questions such as:

• What tone resonates most strongly with legacy audiences?

• How closely should legacy campaigns align with a charity’s wider brand voice?

• And how far can charities push creative boundaries when talking about death and legacy?

As always with the Legacy Roundtable, the aim is to create an open and thoughtful discussion where legacy professionals can share ideas, experiences and perspectives.

We’ll be confirming speakers soon, but in the meantime we’d love you to save the date and book to join the conversation.

Many thanks,

Stephen and the Legacy Roundtable team

Sign up now

A big thank you to everyone who joined us for last Wednesday’s roundtable!

If you weren’t able to join us, you can find a short summary of what was discussed, along with an audio recording of the session below.

Hosted by Stephen Follows (Catsnake: The Story Agency) and Helen Smith (RNIB), this roundtable focused on how charities can prepare for the upcoming great wealth transfer by improving legacy giving strategies by engaging with their current audiences and improving their communications outlets, team structures and credibility for future donors.

We were delighted to be joined by:

Hamish Shilliday, Head of Individual Giving & Legacies at Canal & River Trust – As legacy fundraising has become increasingly competitive, Hamish emphasised how important it is for both large and small charities to enhance their market reach with better communication, stronger local impact and tailored audience engagement. He continued to stress the importance of credibility over producing products to improve their organisations’ relationships with audiences.

Clare Sweeney, Fundraising Consultant at Keepace Consultancy – Clare focused on the Baby Boomer generational wealth, home ownership and values around generosity as a powerful growth opportunity for legacy fundraising. She also acknowledged that the sector is more competitive, but noted that leadership teams have continued to understand the importance of long-term thinking and investments in order to grow with the sector. Furthermore, Clare recongised that charities are better equipped and prepared to build sustainable legacy programmes for the future.

Highlights included:

• As legacy fundraising rapidly evolves and becomes an opportunity for growth, charities must consider strategic long-term thinking and investments to keep up with the sector.

• The Baby Boomer generation provides a powerful opportunity for legacy income due to the generation’s strong values and generosity to give back to charities.

• With competition continuing to rise, charities must consider how their cut-through marketing approach will not only connect with audiences and ask opinions, but increase their credibility within the sector.

• As charities progress within the sector, leadership teams are better equipped for legacy fundraising work and have a greater understanding of the value behind it.

If you’ve already signed up — fantastic! 🙌
If not, there’s still time to grab your free spot and hear fresh insights on futureproofing legacy fundraising.

🗓 Wed 12 Nov, 10:30–12:00
🎙 Hamish Shilliday (Canal & River Trust)
🎙 Clare Sweeney (Keepace Consultancy)
💡 Hosted by Stephen Follows (Catsnake) & Helen Smith (RNIB)

👉 Register free now — spaces are nearly full!

Register Here

See you next week,

The Catsnake Team

On Wednesday, 12th of November, we will be hosting the next Legacy Roundtable. You can sign up now at the link below:

Sign up now

Our topic will be about setting up success in the face of the Great Wealth Transfer

We’re excited to invite you to the next online session in our Legacy Roundtable series.

In this session, we’ll hear from sector experts from leading charities as we discuss how organisations are preparing now: from team structures and planning, to communications, forecasting, and nurturing the next generation of supporters.

We’re thrilled to welcome two brilliant speakers who bring unique perspectives:

Hamish Shilliday – Head of Individual Giving & Legacies at Canal & River Trust

Clare Sweeney – Fundraising Consultant at Keepace Consultancy

Hamish and Clare will be supported by our wonderful hosts:

Stephen Follows (Catsnake: The Story Agency) and Helen Smith (RNIB)

Register now to secure your place. We can’t wait to see you there!

Sign up now

On Wednesday, 12th of November, we will be hosting the next Legacy Roundtable. You can sign up now at the link below:

Sign up now

Our topic will be about setting up success in the face of the Great Wealth Transfer

We’re excited to invite you to the next online session in our Legacy Roundtable series.

Title: Setting Up for Success: Being Ready for the Great Wealth Transfer

Date: 12th of November 2025

Time: 10:30-12:00

Location: Online (Zoom)

Over the coming decades, trillions in assets will pass from the Baby Boomer generation, creating one of the biggest opportunities for legacy giving in history. As well as considering how to reach future legacy donors who may benefit from this wealth transfer, charities also need to think carefully about how they’re communicating with their current legacy supporters and prospects to keep them engaged, reassured, and inspired.

In this session, we’ll hear from sector experts from leading charities as we discuss how organisations are preparing now: from team structures and planning, to communications, forecasting, and nurturing the next generation of supporters.

Key takeaways:
· What the Great Wealth Transfer means for legacy fundraising
· How forward-thinking charities are preparing their teams and plans
· Ways to start engaging the next generation of potential legacy donors
· Practical insights and inspiration to futureproof your legacy programme

Speakers are being finalised, but we’re already in conversation with some fantastic voices from across the sector.

Register now to secure your place. We can’t wait to see you there!

Sign up now

Hosted by Stephen Follows (Catsnake: The Story Agency) and Helen Smith (RNIB), this roundtable focused on the relationship between legacy fundraising and brand – how the two can align to greater effect, and what happens when they don’t.

We were delighted to be joined by:

Rosie Baker, Head of Brand and Marketing at NHS Charities Together – Rosie shared the journey of a relatively new brand in the charity sector, highlighting the challenges and opportunities of building awareness in a crowded space. She spoke about the importance of consistency, emotional connection, and being front of mind when supporters are making long-term decisions like legacy gifts. She also explained how her team integrates legacy planning with brand campaigns to create more impact, and why brand should be seen as a tool that supports income generation, not just visibility.

Vicki O’Hare, Head of Individual Giving and Legacies at Scottish SPCA – Vicki reflected on the contrast between working in large and mid-sized charities, and how the relationship between brand and legacy can vary depending on culture, structure, and budget. She talked about the need to treat legacy as its own proposition with its own tone and emotional depth, while still aligning clearly with the wider brand. She also gave practical examples of navigating creative tensions, and why open conversations and shared objectives are key to working well together.

Highlights included:

• The idea that brand and legacy should not compete for attention or budget, but work together to build lasting supporter trust.

• How brand’s role in creating long-term affinity complements legacy fundraising’s need for deep emotional engagement.

• Examples of charities creating unified campaigns that serve both brand-building and legacy lead generation.

• Tips on working with brand teams, especially in larger organisations, to shape legacy messaging that feels authentic and on-brand.

• A lively discussion about standout campaigns – including Oxfam, WaterAid, and Hospice UK – that demonstrate how legacy and brand can combine to powerful effect.

If you've already signed up – brilliant, we’ll see you there!

If not, there’s still time to join us for what promises to be an insightful, practical session packed with ideas you can use right away.

Title: Aligning Brand and Legacy: Strategies for Teams Big and Small

Speakers: Rosie Baker, NHS Charities Together and Vicki O’Hare, Scottish SPCA

Date and time: 22nd July 10:30am -12noon

Register now to secure your place

Register now

Whether you're from a big team or wearing all the hats yourself, this session will explore how brand and legacy teams can join forces to unlock long-term support.

We’d love to have you with us.

All the best,

Stephen and the Legacy Roundtable team

We’re diving into one of the most powerful tools for legacy giving: your charity’s brand.

From building trust to telling stories that last a lifetime, we’ll explore how organisations of all sizes can align their brand and legacy strategies to boost long-term support. Expect real-world strategies, honest conversation, and fresh inspiration.

Title: Aligning Brand and Legacy: Strategies for Teams Big and Small

Speakers and hosts:

• Rosie Baker, NHS Charities Together

• Vicki O’Hare, Scottish SPCA

• Hosts: Stephen Follows (Catsnake) & Helen Smith (RNIB)

Online and free to attend: 22nd July 10.30am to 12noon

Register now to secure your spot

We’d love to see you there!

Warm wishes,

Stephen and the Legacy Roundtable team

Register now

On Wednesday, 22nd of July, we will be hosting the next Legacy Roundtable. You can sign up now at the link below:

Sign up now

Our topic will be all about aligning Brand and Legacy

We’re excited to invite you to the next online session in our Legacy Roundtable series.

Title: Aligning Brand and Legacy: Strategies for Teams Big and Small

Date: 22nd of July 2025

Time: 10:30-12:00

Whether you’re part of a large legacy team or juggling it all solo, this session will unpack one of the most important (and sometimes overlooked) factors in legacy success: your charity’s brand.

From tone of voice to trust-building, from internal collaboration to storytelling that lasts a lifetime, we’ll explore how brand and legacy teams can work together to inspire the ultimate gift.

We’re thrilled to welcome two brilliant speakers who bring unique perspectives:

Rosie Baker – Head of Brand and Marketing at NHS Charities Together

Vicki O’Hare – Head of Individual Giving & Legacy at Scottish SPCA

Rosie and Vicki will be supported by our wonderful hosts:

Stephen Follows (Catsnake: The Story Agency) and Helen Smith (RNIB)

Expect honest discussion, tested strategies, and plenty of takeaways you can apply straight away, whether you're planning your next legacy campaign or rethinking how your brand supports long-term giving.

Register now to secure your place. We can’t wait to see you there!

Sign up now

It thrives when embedded into the whole organisation, with leadership, fundraisers, volunteers and donor-facing teams all playing a role in fostering a supportive culture.

To build a sustainable legacy programme, charities must integrate legacy giving into their everyday operations, conversations and strategic priorities.

Below are seven nuggets of advice that past guests of the Legacy Roundtable have shared on the topic:

1. Leadership commitment is fundamental

For legacy fundraising to be successful, senior leadership must be visibly committed. When the executive team champions legacies, the entire organisation follows suit.

Helen Smith, who was at Cancer Research UK at the time, said:

"I've been very lucky to have a lot of leadership support, but I think getting teams together is a top-down process. You really do need leadership buy-in, but beyond that, you need the champions in all teams.

"It's been amazing to have had what I call the three Bs - the buy-in, the budget, and the belief of the senior leadership team."

Having leaders who actively support and communicate the importance of legacies helps normalise legacy conversations within the charity, ensuring it is seen as a vital income stream rather than an afterthought.

2. Be consistent and clear in your messaging

Legacy messaging should be positive, engaging and focused on impact. A fragmented approach can dilute the message, so it is essential to maintain consistency across all channels.

Hannah Saunders from Kite Factory shared insights on effective messaging:

"We have seen that if charities keep their standard emotional messaging, showing practical impact, case stories and highlighting the difference legacies make, they communicate authenticity.

Adjust slightly to focus clearly on the long term nature of the impact that legacies deliver, but do not shy away from consistent messaging."

A clear, compelling narrative around the transformational impact of legacy gifts helps supporters see the long term difference they can make.

3. Normalise legacy conversations

The more frequently and naturally legacy giving is mentioned, the easier it becomes for staff and supporters to engage with the topic. Normalisation removes the perceived awkwardness around discussing Wills and gifts in estates.

By integrating legacy messaging into everyday interactions, whether through fundraising materials, events or digital communications, charities can ensure that legacies become a routine and expected part of giving.

4. Equip internal ambassadors

Staff, trustees, volunteers and donor-facing teams need to feel confident discussing legacies. Providing training, key messages and practical tools can help them become strong advocates for legacy giving.

Helen Smith explains:

"The feedback we receive is that when colleagues are equipped with key messages and simple materials, brochures, tools, guides, they find talking about legacies much less daunting.

It empowers them to consider legacy as part of their toolkit for supporter conversations, just as naturally as any other form of giving."

By fostering internal champions, charities can create a ripple effect, ensuring legacy conversations happen at every level of the organisation.

5. Embed legacies across the organisation

Legacy fundraising should not sit in isolation within the fundraising department. All teams, from finance and marketing to service delivery and volunteer management, should understand its importance and how it contributes to the charity’s future sustainability.

Aneesh Savjani of British Heart Foundation emphasises the importance of internal alignment:

"With half our total income coming from legacies, it is crucial not only fundraisers but donor-facing staff, support service teams, communications teams all see themselves reflected in our legacy conversations. That internal buy in makes maturity and sustainability possible."

By ensuring all departments are engaged in legacy messaging, charities can create a more joined-up and effective legacy strategy.

6. Personalise supporter engagement

Legacy giving is deeply personal. Charities that personalise their stewardship efforts create stronger, more meaningful relationships with potential legacy donors. Thoughtful follow ups, tailored communications and genuine engagement help build trust and deepen commitment.

Emily Doyle from Canal and River Trust shares their approach:

"We take time to capture feedback. We note details, not just about their gift, but their relationship and experiences with us, their likes, dislikes, any personal points they may have shared. Personal follow ups, tailored thank you letters, these gestures make such lasting impressions."

This level of personalisation ensures that legacy donors feel valued and connected to the charity’s mission.

7. Remember that it’s a long term commitment

Building a legacy culture is not a quick win. It requires consistent effort, ongoing advocacy and a long term vision. Charities that commit to embedding legacies into their organisational culture will see not just increased legacy income, but also greater supporter loyalty and deeper engagement across all fundraising streams.

Legacy giving is not just about financial security. It is about values, vision and sustainability. By fostering a culture where legacies are a natural and celebrated part of giving, charities can ensure they remain resilient and impactful for generations to come.