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!

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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.

This was the focus of our latest Legacy Roundtable, hosted by Stephen Follows (Catsnake: The Story Agency) and Helen Smith (RNIB).

Joining the discussion were:

Sinem Bilen-Onabanjo, Head of Legacy Engagement at Oxfam UK – Sinem took us through the journey of developing Oxfam’s bold new legacy proposition, Stay in the Fight. She shared how Oxfam moved away from a more traditional message (Let’s Finish the Work We Started) to something more compelling and activist-driven, aligning with their supporters' values. Sinem also spoke about the challenges of internal buy-in, the importance of testing, and how Stay in the Fight is now influencing broader brand messaging across the organisation.

Steven Dodds, Managing Director of Beautiful Insights – Bringing the research perspective, Steven highlighted the critical role of supporter insight in shaping a successful legacy proposition. He outlined the ‘Three F’s’ framework (Fame, Feeling, and Fluency) as a way to measure the effectiveness of a proposition. His key takeaway: listening to supporters, understanding their motivations, and being brave with creative choices can make the difference between a forgettable message and a truly powerful call to action.

The discussion touched on common challenges, from overcoming internal resistance to certain language choices (such as Oxfam’s use of the word fight) to ensuring a legacy proposition remains distinct and campaignable. The session also emphasised the need for charities to move beyond generic legacy messaging and stand out in an increasingly competitive space.

Key takeaways:

• A strong legacy proposition is more than just a tagline – it should be a guiding principle that influences all aspects of legacy engagement.

• Internal buy-in is crucial; engaging different departments early on can help integrate the proposition into the wider organisation.

• Testing matters – what resonates internally may not always work for supporters, so research is essential to refine messaging.

• Legacy messaging doesn’t have to be soft or apologetic; bold, direct, and campaignable propositions can have a much greater impact.

A big thank you to our guests and attendees for another insightful session. Stay tuned for our next Roundtable, and in the meantime, if you have experiences or challenges with legacy propositions, we’d love to hear from you!

Sign up now

Our topic will be legacy propositions

This session will focus on legacy propositions and how charities express why supporters should leave a gift in their Will.

We have been speaking to organisations across the sector and have found a wide range of approaches. Some have a fully researched document.

Others rely on a carefully worded statement. Some have an internal guiding idea that is not written down. Some do not have one at all.

We will share what we have learned from legacy experts, hear from our guests, and open the discussion to everyone attending. Whether your organisation has a clear proposition or is still working on it, this is a chance to explore what works in practice.

Our guests

Our guests for this session will be Sinem Bilen-Onabanjo from Oxfam and Steven Dodds from Beautiful Insights.

Sinem Bilen-Onabanjo is Head of Legacy Engagement at Oxfam, where she leads on developing and growing their legacy fundraising strategy. With a background in fundraising marketing and strategic growth, she specialises in shaping compelling legacy messaging and championing inclusive narratives that resonate with supporters.

Steven Dodds is Managing Director at Beautiful Insights, a research and communications agency focused on helping charities understand and engage their audiences. With 25 years of experience in qualitative research and strategy, he has worked extensively in legacy fundraising, helping organisations craft messages that inspire long-term giving.

We have moved to Substack

You may notice that the Legacy Roundtable website looks different. We have moved everything to Substack, where all past episodes, insights, and new articles are now in one place. This should make it easier for you to access and engage with the content.

There is nothing you need to do. Your subscription has already been transferred and you will continue receiving everything as before.

Sign up now to join us next Wednesday. We look forward to seeing you there.

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The full episode can be listened to below.

Our guests:

• Elle Cohen, Senior Legacy Marketing Manager at Shelter UK

• Rosie Kew, Legacy and Stewardship Manager at Centrepoint

Eight Key Takeaways

1. TV and Online Video Can Transform Legacy Fundraising

"Creating a high-quality legacy film isn't just about advertising—it becomes a focal point for internal alignment and supporter engagement." – Elle Cohen

A well-executed TV or online video campaign can drive awareness, boost engagement, and help build a case for future investment in legacy fundraising. Shelter UK’s ‘The People’s Manifesto’ and Centrepoint’s ‘The Runner’ both illustrate how carefully planned campaigns can raise brand visibility and inspire gifts in wills.

2. Internal Buy-In is Essential for Success

"A video campaign doesn’t exist in isolation. It’s a tool that can unify an organisation and bring teams together." – Rosie Kew

Securing leadership and stakeholder support early ensures a smoother production process. Shelter UK built a business case around industry benchmarks to demonstrate the need for investment, while Centrepoint leveraged internal buy-in from its Individual Giving team.

3. Integrated Campaigns Maximise Impact

"We embedded our video across multiple channels—retail, press, social media, events, and even telemarketing scripts." – Elle Cohen

Legacy video campaigns should be part of a broader marketing strategy. Shelter UK integrated their film across multiple touchpoints, including digital, retail, and print, to extend its reach. Centrepoint linked transmission times to their digital advertising strategy, seeing an uplift in website engagement.

4. Budget Planning and Cost Efficiencies are Crucial

"We had to be strategic—choosing one shoot day, nearby locations, and repurposing assets to keep costs down." – Elle Cohen

Producing high-quality video content doesn’t have to break the bank. Both charities managed their budgets strategically—Shelter’s total production budget was £60,000, while Centrepoint’s was slightly higher. Planning production carefully, such as consolidating shoots, can help stretch limited resources.

5. Casting and Usage Rights Require Early Consideration

"We didn’t realise until later that one of our actors hadn’t agreed to all usage rights, limiting our campaign flexibility." – Elle Cohen

Usage rights for actors, music, and visuals need to be secured in advance. Centrepoint encountered annual costs for renewing cast licensing, an ongoing financial consideration. Having these discussions early can prevent expensive complications later.

6. Clearcast and Compliance Can Cause Unexpected Delays

"Clearcast approval isn’t just a formality—it required unexpected substantiations that delayed our launch." – Rosie Kew

Both charities had to navigate the complexities of securing Clearcast approval. Shelter faced a setback when they initially submitted an incomplete version of their ad, while Centrepoint had to justify claims made in their campaign. Understanding these processes in advance can save valuable time.

7. Timing Matters—Balancing External Events and Internal Goals

"The general election moved our timeline, but we chose to prioritise the right launch period over media buzz." – Elle Cohen

Campaigns need to be timed effectively. Shelter had to adjust their launch strategy due to an unexpected election, opting to prioritise September’s peak will-writing season instead. Centrepoint found that targeting January and October yielded the best results for legacy messaging.

8. Measuring Success Beyond Immediate ROI

"Legacy marketing is a long game. If we secure even one high-value pledge, the investment has paid off." – Claire Sweeney

Success isn’t just about immediate responses. Centrepoint’s campaign has resulted in five confirmed legacy pledges since launch, with additional hand-raisers engaging in their stewardship journey. Shelter is now building a case for mainstream TV investment based on the success of their online campaign.

From creating engaging TV ads to using online video to reach and connect with potential supporters, these campaigns require thoughtful planning, investment, and senior-level buy-in. Done well, they can be transformative.

This was the focus of our recent roundtable hosted by Stephen Follows (Catsnake: The Story Agency) and Clare Sweeney (Keepace Consultancy).

Joining our hosts on the panel were:

Elle Cohen, Senior Legacy Marketing Manager at Shelter UK – Elle walked us through the process of creating Shelter’s recent legacy film, ‘The People’s Manifesto’ and the campaign surrounding it. From planning to production, she gave us a behind-the-scenes look at all that goes into a project like this and shared some of the lessons her team learned through the process.

Rosie Kew, Legacy and Stewardship Manager at Centrepoint – Rosie spoke about her experience of working on Centrepoint’s first legacy TV advert, ‘The Runner’ and reflected on the impact it’s had since it was first launched in 2022. She shared how insights informed the film’s concept and their approach to online platforms, and discussed the challenges they faced in developing the ad through the pandemic.

The full episode is available to listen to below.

Our guests were:

• Emily Ding, Gifts in Wills Manager and Kali Milburn, Gifts in Wills Executive, Canal & River Trust

• Sophie Cannon, Head of Individual Giving and Grace Cunningham, Legacy Engagement Officer, North West Air Ambulance Charity

Eight Key Takeaways

1. Choosing the Right Venue is Critical

“We try to find venues that resonate with supporters—locations tied to our projects or campaigns, ensuring accessibility and an engaging experience.” – Kali Milburn

Selecting a venue that aligns with your cause can enhance engagement. The Canal & River Trust hosts events at aqueducts, lock flights, and heritage sites, while North West Air Ambulance moves events around different regions to make them accessible. The right setting helps create an emotional connection between supporters and the charity’s mission.

2. Transparency in Invitations Ensures the Right Audience

“We’ve increased the Gifts in Wills messaging in our invitations, which has led to a more engaged audience.” – Emily Ding

Being upfront about the purpose of the event prevents supporters from feeling ambushed. Charities should clearly communicate that the event focuses on gifts in Wills, allowing attendees to self-select based on genuine interest.

3. Creating a Unique and Memorable Experience Matters

“We offer something exclusive—boat trips, behind-the-scenes tours, or private access to locations—to make the event special.” – Kali Milburn

Making an event feel special encourages attendance and engagement. Providing experiences that supporters wouldn’t normally have access to—such as a steamboat reception or a hands-on blacksmith demonstration—adds value and deepens their connection to the charity.

4. Passionate Speakers Bring the Charity’s Mission to Life

“Guests respond best to speakers who are genuinely passionate. Our ecologist’s talk on bats was a highlight.” – Emily Ding

Selecting speakers with personal enthusiasm for the charity’s work ensures a compelling event. Volunteers and frontline staff often make the best speakers, as they can provide authentic insights into the charity’s impact.

5. Balancing Education with Emotional Connection

“A past patient shared his story—he wouldn’t be here without our service. It was the most moving part of the event.” – Grace Cunningham

Including testimonials and real-life stories helps translate the impact of legacy giving. North West Air Ambulance features former patients to illustrate the tangible benefits of gifts in Wills, making the case for support more powerful.

6. Thoughtful Follow-up is Essential

“We follow up within days, ensuring supporters feel valued and providing any additional information they requested.” – Sophie Cannon

Post-event engagement solidifies relationships. Follow-up emails, personalised responses, and additional resources—such as will-writing information—help keep the conversation going. Some charities even follow up a year later with updates on how gifts in Wills have supported their work.

7. Measuring Success Beyond Attendance Numbers

“We've seen pledges, increased direct debits, and major gifts result from these events. Success isn't just about numbers.” – Emily Ding

While attendance matters, key success indicators include pledges, inquiries, and increased supporter commitment. Some charities also track increased volunteering or donations as a sign of deeper engagement.

8. Overcoming Challenges with Flexibility

“Weather, no-shows, and last-minute venue changes can all happen. We build in contingency plans and always ensure guests still have a great experience.” – Kali Milburn

Unpredictable elements—such as weather for outdoor events—can affect plans. Charities should prepare alternatives, ensure strong internal buy-in, and focus on making every attendee feel valued, even in unexpected circumstances.

Joining our hosts on the panel were:

Emily Ding, Gifts in Wills Manager, and Kali Milburn, Gifts in Wills Executive, from Canal & River Trust – Emily and Kali spoke about their experience running six legacy events this summer, with the added challenge of being a relatively young charity, with a newly established Gifts in Wills programme. They highlighted the importance of choosing the right venue and shared their thoughts on being direct with their legacy ask in event communications.

Sophie Cannon, Head of Individual Giving, and Grace Cunningham, Legacy Engagement Officer, from the North West Air Ambulance Charity – After scooping up a Smee & Ford Legacy Giving Award for their programme of Gifts in Wills events this year, Sophie and Grace spoke all about the planning and strategy behind their events. They also took us through how they measure event success and highlighted the importance of gathering attendee feedback to enhance future legacy events.

The full episode can be listened to below.

Guests:

• Jenny Girdlestone – Legacy and In Memory Officer, HorseWorld

• Stephen Rowland – Head of Partnerships, Farewill

• Audrey Cornelius – Director of Fundraising, British Liver Trust & Children’s Liver Disease Foundation

Eight Key Takeaways

1. Legacy Programmes Need Proactive Investment

"If we get this without asking, what could we actually do if we put effort behind it?" – Helen Smith

Many charities receive legacies passively but lack structured programmes to maximise potential gifts. With the rapid rise in charities actively seeking legacies, standing out requires investment in marketing, relationship-building, and internal buy-in.

A structured programme can turn occasional gifts into a steady, predictable income stream. Engaging with potential legators through events, direct mailing, and ongoing stewardship is essential for long-term success.

2. Supporters Need Clear Pathways to Engage

"Would you consider leaving a gift in your will, or is this something you are willing to share with us?" – Jenny Girdlestone

Providing clear, accessible ways for supporters to engage with legacy giving can significantly increase pledges. Jenny’s direct mailing campaign at HorseWorld revealed a strong existing donor base that had simply never been asked.

Simple, well-structured outreach—such as mailings, events, and follow-up conversations—can unearth pledgers who are already inclined to give but have not yet formalised their intentions.

3. Internal Buy-In Is Critical for Long-Term Success

"We had a dedicated half-hour with trustees, and it completely transformed their understanding." – Jenny Girdlestone

Securing trustee and senior management support is essential. HorseWorld’s approach involved making a compelling case to trustees, highlighting both the risks of inaction and the opportunities available.

Framing legacies as a strategic investment rather than an afterthought ensures long-term funding and prevents income stagnation as donor demographics change.

4. Understanding Will-Writing Trends Can Optimise Campaigns

"We see will demand a lot higher from January through April—people are sorting out their life admin." – Stephen Rowland

Data insights from Farewill show that will-writing peaks in early spring, aligning with post-holiday organisation habits. Free Will Month campaigns in March and October remain valuable, but charities can also benefit from standalone campaigns in January and February when people are already thinking about financial planning.

Optimising campaign timing to match natural peaks in will-writing behaviour can improve response rates and overall engagement.

5. Residuary Gifts Have the Most Impact

"Residuary gifts make up over 90% of legacy income—charities should focus on promoting them." – Stephen Rowland

While pecuniary gifts (fixed amounts) are more common among older donors, the real value in legacy fundraising lies in residuary gifts (a percentage of the estate). Encouraging supporters to leave a percentage rather than a fixed sum can dramatically increase overall income.

Using case studies and impact statements—such as "5% of your estate could provide X"—can help supporters visualise their potential contribution without feeling overcommitted.

6. Social Media and Email Are Key Legacy Fundraising Channels

"Email campaigns generate the highest-value gifts, while social media offers scale." – Stephen Rowland

Social media is effective for awareness and lead generation, but email and direct supporter engagement yield the most valuable gifts. Charities should prioritise building strong email stewardship journeys and integrating legacy messaging into broader supporter communications.

While paid social media can reach new audiences, charities should assess ROI carefully and ensure they have the internal capacity to nurture leads effectively.

7. Stewardship Increases Short-Term and Long-Term Giving

"When people leave a legacy, their lifetime giving also increases." – Jenny Girdlestone

Stewarding legacy donors often leads to increased short-term donations. Supporters who commit to leaving a gift in their will are more likely to make additional lifetime contributions, reinforcing the importance of ongoing engagement.

Ensuring legacy pledgers remain connected to the charity—through newsletters, events, and recognition initiatives—can build loyalty and strengthen financial sustainability.

8. Mergers and Organisational Changes Offer Unique Legacy Opportunities

"This merger allows us to support people from childhood through to adulthood, ensuring lifelong impact." – Audrey Cornelius

Merging charities can present legacy fundraising opportunities by broadening messaging and supporter bases. The recent merger of the British Liver Trust and the Children’s Liver Disease Foundation highlighted the importance of clear communication and legacy storytelling.

By engaging founders, historical supporters, and new donor groups, charities can strengthen their long-term legacy strategy while ensuring continuity in supporter relationships.

Joining them on the panel were:

Jenny Girdlestone, Legacy and In Memory Officer at HorseWorld – Jenny shared her experience of building a legacy programme from the ground up. She spoke about the importance of getting to know and building relationships with supporters, and how she used direct mailing and events to do this. She talked about what legacy income means to HorseWorld both now and for the future, and how a good legacy programme can not only lead to more pledgers but also an increase in short-term income. Jenny also emphasised the importance of creating a supportive environment where all staff can effectively discuss and promote legacy giving.

Stephen Rowland, Head of Partnerships at Farewill – Stephen discussed the legacy giving landscape and the critical role of data in optimising legacy programmes. He shared insights on will-writing trends and advice for charities on the optimal timing for engaging supporters, methods to maximise legacy gifts, and the most effective channels for communication. Stephen also touched on the demographic differences in legacy giving preferences e.g. pecuniary vs residuary gifts, and the changing attitudes towards will-writing.

Audrey Cornelius, Director of Fundraising at British Liver Trust & Children’s Liver Disease Foundation – Audrey spoke about the exciting new merger between the British Liver Trust and the Children’s Liver Disease Foundation (CLDF), and the lovely response she’s seen from CLDF supporters. Audrey spoke about the growth of their legacy programme, and how their messaging has shifted from focusing on the mechanics of will writing, to asking their supporters what they want their personal legacy to be. She also shared how they focus on two legacy campaigns annually, utilising email, direct mail, and social media in an innovative way.

Useful Links and Resources

Farewill Insights: Optimising your Legacy Fundraising