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.

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.

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.

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.

We were joined by:

• Daisy Board, Senior Legacy and In-Memory Executive, Shelter

• Meg Plenderleith, Supporter Development and In-Memory Manager, Royal British Legion

Eight Key Takeaways

1. In-Memory Giving Is More Than Just a Fundraising Stream

“When we speak to supporters, we hear the therapeutic benefits they get from giving in memory.”

In-memory giving provides emotional and psychological benefits to donors, allowing them to honour loved ones while contributing to a meaningful cause. Charities should recognise and communicate this dual purpose in their fundraising approaches.
By focusing on the personal stories behind donations, charities can build stronger relationships with donors and ensure they feel valued beyond their financial contributions.

2. The In-Memory Market Is Larger Than It Appears

“We estimate the in-memory market in the UK to be worth between £1.8 billion and £2.4 billion a year.”

Charities often underreport in-memory donations due to tracking challenges. Many gifts motivated by remembrance are categorised under events, general fundraising, or sponsorship.
Improving internal tracking and coding of donations can help charities better understand the significance of in-memory giving and develop tailored stewardship strategies.

3. Stewardship and Collaboration Are Key to Growth

“Whenever there is anyone doing something in memory, really look after them, steward them, and showcase their stories.”

Successful in-memory programmes prioritise ongoing engagement with donors. Shelter, for example, ensures that community fundraisers thank donors directly and maintains long-term relationships.
Collaboration between departments—such as community fundraising and major gifts teams—helps ensure a seamless donor journey and maximises opportunities for further support.

4. In-Memory Giving Goes Beyond Funeral Collections

“We often think of in-memory giving as just funeral collections, but there are so many more ways people give.”

In-memory fundraising includes tribute funds, event participation, regular giving, and dedicated campaigns. At Shelter, events like Vertical Rush and Walk for Home have seen significant in-memory participation.
Expanding in-memory fundraising opportunities beyond traditional methods helps charities engage a wider audience and encourage long-term support.

5. Data Tracking Remains a Major Challenge

“There are so many complexities to recording in-memory donations in databases—it’s easy for gifts to get lost.”

Many charities struggle to track in-memory donations effectively. Shelter uses Microsoft Dynamics and has implemented giving funds to improve accuracy, but the process remains manual and time-consuming.
Investing in streamlined data capture, such as event registration forms with in-memory checkboxes, can help charities identify and engage these donors more effectively.

6. The Role of Legacy Fundraising in In-Memory Giving

“In-memory donors are three times more likely to leave a gift in their will than regular donors.”

Legacy giving and in-memory fundraising are closely linked. Shelter is exploring ways to integrate legacy messaging into in-memory donor journeys, such as including legacy information in thank-you emails and on in-memory web pages.
By gently raising awareness of legacy giving, charities can encourage in-memory donors to consider a long-term commitment.

7. Developing a Structured In-Memory Strategy

“We’ve mapped out a three-year strategy to build and grow our in-memory programme.”

Shelter is focusing on foundational improvements, including revamping its in-memory web pages, developing stewardship journeys, and engaging funeral directors. Future plans include targeted advertising, personalised donor journeys, and deeper integration with legacy fundraising.
Having a phased approach ensures sustainable growth while maintaining high standards of donor care.

8. Internal Education and Buy-In Are Crucial

“Many departments don’t fully understand in-memory fundraising—educating colleagues is key.”

At the Royal British Legion, in-memory fundraising is often overshadowed by the Poppy Appeal. Meg and her team are working to raise internal awareness and demonstrate how in-memory fundraising can complement existing income streams.
By engaging internal stakeholders and demonstrating the value of in-memory giving, charities can secure greater investment and support for their programmes.

The full episode is available to listen to below.

Guests:

• Louisa Emburey – Legacy and In Memory Manager, Prostate Cancer UK

• Kathryn Moore – Philanthropy Manager, Frimley Health Charity

• Emma Hazlewood – Head of Legacy Development, National Trust

Eight Key Takeaways

1. A Gifts in Wills Guide Should Be Audience-Driven

"We had to tailor our guide to meet the needs of baby boomers while ensuring it remained inspiring and accessible." – Louisa Emburey

Prostate Cancer UK redesigned its guide with a focus on case studies and imagery that resonated with its target audience. By shifting away from heavy branding elements and towards real supporter stories, they made the guide more relatable and engaging. Understanding the donor demographic is key to ensuring the guide reflects their preferences and motivations.

2. Case Studies Are Powerful but Hard to Source

"We always struggle to find enough case studies that reflect the diversity of our supporters." – Louisa Emburey

Genuine testimonials help bring a guide to life, but finding willing participants can be a challenge. Charities should proactively build relationships with supporters to collect a range of stories that illustrate different giving motivations and backgrounds.

3. Internal Engagement is Crucial for Distribution

"We rely on our volunteers to distribute the guides and advocate for legacy giving in a way that feels natural." – Louisa Emburey

Prostate Cancer UK equips its volunteers with guides, as peer-to-peer conversations can be highly effective in legacy fundraising. Encouraging staff and volunteers to see the guide as a tool rather than a sales pitch makes it easier to integrate into their interactions.

4. Multiple Versions Can Improve Relevance

"We’re creating seven versions of our guide tailored to different hospital departments and locations." – Kathryn Moore

Frimley Health Charity found that donors often wanted to give to specific hospital departments. To address this, they developed multiple versions of their guide, each reflecting the unique impact of legacy gifts in different areas. This tailored approach ensures that donors see their gift as meaningful and directly connected to the services they value most.

5. Physical vs. Digital Guides – A Balanced Approach

"Most of our guides are downloaded online, but physical copies are still crucial for in-person engagement." – Louisa Emburey

While digital downloads provide valuable data capture opportunities, physical guides remain important for events, volunteer outreach, and locations where supporters naturally engage with a charity’s work. Charities should assess their audience’s preferences and offer multiple formats accordingly.

6. Longevity and Flexibility Matter

"We use a folder format with inserts so we can update sections without reprinting the entire guide." – Emma Hazlewood

The National Trust designed their guide for long-term use, allowing updates without complete overhauls. A modular approach ensures the guide stays current while reducing unnecessary printing costs.

7. Tracking and Data Capture Inform Strategy

"We track downloads and use QR codes to understand how supporters engage with the guide." – Emma Hazlewood

Monitoring how and where supporters access the guide helps charities refine their approach. Capturing data through digital downloads, QR codes, or event sign-ups provides valuable insights into donor behaviour and engagement.

8. Framing Legacies as an Opportunity, Not a Hard Sell

"We're not asking for money—we're offering a way for supporters to extend their impact beyond their lifetime." – Kathryn Moore

Successful legacy fundraising focuses on presenting Gifts in Wills as a positive and empowering choice. Charities should frame their messaging around values, impact, and gratitude, rather than financial transactions.

The full episode can be listened to below.

Our expert panel included:

• Chris Lincoln (Smee & Ford) – Discussed how charities can leverage data and insights to grow their legacy income.

• Ellie Carter (St Barnabas Hospice) – Shared insights on developing a legacy strategy, engaging staff, and improving legacy marketing.

• David Pond (Keech Hospice Care) – Presented learnings from a hospice legacy marketing campaign and key findings from a staff and volunteer survey.

Eight Key Takeaways

1. Data-Driven Legacy Strategy is Essential

"Understanding the numbers behind legacy giving allows charities to target the right people with the right message."

Chris Lincoln explained how using data insights can refine legacy fundraising strategies. Analysing trends, donor profiles, and external benchmarks helps charities predict and enhance future legacy income. A strong data approach ensures efforts are focused where they will have the most impact.

2. Engaging Staff and Volunteers Increases Legacy Awareness

"A confident staff member is a powerful advocate for legacies."

Ellie Carter highlighted the importance of internal engagement. Many hospice staff members are unaware of legacy giving’s impact. Training and resources help them feel comfortable introducing the topic to supporters, leading to more meaningful conversations.

3. Personal Stories Resonate More Than Facts

"People connect with legacies when they hear real stories of lives changed."

David Pond shared how testimonials from families, patients, and supporters create emotional connections. Effective legacy marketing should highlight the human impact, making the concept of leaving a gift more relatable and inspiring.

4. Digital Marketing Expands Reach

"A well-crafted Facebook campaign can reach people where they are."

David discussed the success of a Facebook legacy campaign, noting that digital platforms allow charities to engage potential legators at scale. Investing in online marketing ensures messaging reaches supporters who may not be engaged through traditional channels.

5. Tailor Your Legacy Materials to Your Audience

"There’s no one-size-fits-all approach to legacy guides."

Chris emphasised the need to design legacy materials that reflect the audience’s preferences. Some supporters prefer detailed brochures, while others respond better to brief, emotional appeals. Testing different formats ensures engagement across a broad supporter base.

6. Stewardship Matters More Than Solicitation

"People don’t want to be sold to; they want to feel valued."

Ellie explained that legacy fundraising isn’t about aggressive promotion but nurturing long-term relationships. Hosting legacy events, engaging supporters in impact updates, and offering personalised thank-yous all strengthen donor connections.

7. Simplify the Process for Supporters

"The easier you make it, the more people will consider a legacy gift."

Many potential legators are deterred by perceived complexity. Providing clear, step-by-step guidance—including easy-to-access will-writing services—removes barriers and encourages action.

8. Internal Buy-In is Key to Success

"Legacy fundraising works best when the whole organisation is on board."

David stressed that legacy giving shouldn’t sit in isolation within fundraising teams. Engaging leadership, frontline staff, and volunteers in a shared legacy vision ensures greater visibility and long-term growth.

The full episode can be listened to below.

Guests:

• Becky Lackey & Laila Awda (GOSH Charity)

• Francesca Mills (Asthma + Lung UK)

Eight Key Takeaways

1. Baby Boomers Are a Core Audience for Legacy Giving

"Baby Boomers will be responsible for the largest transfer of wealth in human history, making them a crucial audience for legacy fundraising."

Baby Boomers hold a significant portion of wealth, and charities need to ensure they effectively communicate with them. This generation is comfortable with traditional media like TV, radio, and live events, making these effective channels for legacy messaging.

To build trust and engagement, charities should use clear messaging that speaks to their values and motivations while ensuring consistency across all touchpoints.

2. TV and Radio Play a Strong Role in Legacy Awareness

"We definitely saw an increase in response when our DRTV advert was live."

GOSH Charity has embraced DRTV (Direct Response Television) and radio to reach Baby Boomers. While the direct response rate has been slightly lower than expected, the campaign has helped boost brand awareness. Radio, particularly with celebrity voices like David Tennant, can complement TV by reinforcing key messages and increasing overall engagement.

3. A Balanced Marketing Approach Is Key

"Legacy marketing needs to be an integrated strategy, not just about direct response."

GOSH Charity highlighted the importance of balancing direct response with brand awareness. A mix of TV, radio, direct mail, and digital ensures that different audience segments are reached in ways that resonate with them. Testing and iterating on media placement, creative content, and messaging are essential to refining strategies over time.

4. Baby Boomers Engage with Digital—But with Limits

"We can’t assume that just because they’re on email, they’ll be comfortable with digital forms and processes."

Asthma + Lung UK found that while Baby Boomers engage with digital content, some struggle with online forms or complex digital interactions. Supporting multiple channels—phone, mail, and online—is crucial to ensuring accessibility and inclusivity in legacy giving campaigns.

5. Addressing Concerns After a Charity Rebrand

"Many legacy pledgers wanted reassurance that their gifts would still go to the causes they originally intended."

Following the merger of Asthma UK and the British Lung Foundation, legacy pledgers had concerns about whether their donations would be honoured. The charity addressed these concerns through personalised communications, including letters and follow-up calls, ensuring trust and clarity in the transition.

6. Storytelling and Emotional Engagement Drive Legacy Interest

"Stories with emotional depth, including in-memory stories, resonate strongly with Baby Boomers."

GOSH Charity tested various storytelling approaches and found that stories with a clear emotional arc performed best. Stories that acknowledged challenges and hardships, rather than solely focusing on positive outcomes, generated higher engagement.

7. Exploring Non-Traditional Channels for Outreach

"We’re testing new ways to engage Baby Boomers by meeting them where they are—at exhibitions and events."

Asthma + Lung UK is piloting new outreach methods, including distributing legacy materials at an event targeted at affluent Baby Boomers. This low-cost initiative allows for direct engagement with a relevant audience segment outside of traditional fundraising channels.

8. Internal Buy-In Is Crucial for Legacy Growth

"We’re lucky to have leadership that supports investment in legacy marketing."

All speakers emphasised the importance of internal advocacy for legacy fundraising. Engaging senior leadership and cross-departmental teams ensures better integration of legacy messaging across all organisational activities. Education and storytelling are key to making the case for long-term investment in legacy giving.

• Beth Follini, Fundraising Manager, Quakers in Britain

• Jordan Miller-Hughes, Legacy and In Memory Manager, NHS Charities Together

Eight Key Takeaways

1. Legacy Strategies Must be Proactive, Not Reactive

“There’s often an assumption that legacy income will always come in, but without strategy, it won’t.” – Beth Follini

Many charities receive legacy gifts without actively seeking them, but relying on past patterns can be risky. Understanding donor motivations and developing a strategic approach ensures long-term sustainability.

2. Understanding Donor Motivations Helps Strengthen Legacy Giving

“We conducted donor motivation research to understand why people give—and the generational shift in attitudes towards faith-based giving.” – Beth Follini

For Quakers in Britain, older donors tend to see giving as a duty, while younger supporters value community and impact. Tailoring messages to these different motivations helps sustain legacy income.

3. Engaging Family Executors Can Lead to New Gifts

“We found that some executors of legacy gifts later became donors themselves.” – Beth Follini

By thanking family executors and inviting them to share stories about their loved ones, charities can create an emotional connection that may lead to future support.

4. Recruiting for Legacy Fundraising Requires Lateral Thinking

“We struggled to recruit a legacy fundraiser, so we looked internally and offered a flexible, part-time role instead.” – Beth Follini

Given sector-wide recruitment challenges, organisations should consider internal talent, transferable skills, and flexible roles to attract the right candidates.

5. NHS Charities Together Had to Adapt to Rapid Growth

“Our income grew from £400,000 to £150 million in a year—our legacy strategy had to be built from scratch.” – Jordan Miller-Hughes

The pandemic led to a surge in donations and awareness for NHS Charities Together, requiring them to quickly develop a structured legacy programme to ensure long-term support.

6. Legacy Awareness Must Be Prioritised in NHS Charities

“Many people assume the NHS is fully government-funded—raising awareness that NHS charities exist is a key challenge.” – Jordan Miller-Hughes

Educating the public that they can leave gifts to NHS charities (rather than the NHS itself) is crucial. Their strategy focuses on making this a standard consideration in will-making.

7. Local Connection Matters in Legacy Giving

“People want to leave gifts where they have a personal connection—often where they or their loved ones received care.” – Jordan Miller-Hughes

A national campaign can drive awareness, but local NHS charities must engage their communities to convert awareness into pledges.

8. Legacy Fundraising is a Long-Term Investment

“We’re laying the groundwork for legacy growth—we won’t see the full impact for years, but we must start now.” – Jordan Miller-Hughes

Unlike other fundraising, legacy income takes years to materialise. Organisations should focus on consistent messaging and stewardship to build long-term impact.

The full episode can be listened to below.

Our guests:

• Clare Sweeney, Fundraising Consultant, Keepace Consults

• Lauren Jones, Key Relationship Marketing Officer, Greenpeace

Eight Key Takeaways:

1. A ‘Legacy First’ Approach Can Shift Fundraising Dynamics

“Asking for a legacy first is a way to empower donors and create a deeper sense of commitment.” – Clare Sweeney

Traditional fundraising models position legacy giving as a final stage after years of engagement. Clare Sweeney argues that flipping this model and introducing legacy giving at the outset can be effective, particularly for charities with strong missions that resonate with supporters.

Legacy-first approaches have been successful in smaller organisations and those reliant on grant funding. This model allows service users, even those without significant assets, to contribute in meaningful ways, fostering a stronger connection to the cause.

2. Internal Buy-In is Key to Legacy Fundraising Success

“If you don’t ask, you won’t receive. Legacy giving represents over £3.2 billion annually in the UK.” – Clare Sweeney

Getting organisational support for legacy fundraising can be a challenge, especially when ROI is difficult to demonstrate in the short term. Clare emphasised the importance of educating internal teams on the long-term impact of legacies and integrating fundraising into all aspects of an organisation.

Framing legacy gifts as an essential, sustainable income stream rather than an afterthought helps secure internal buy-in. Charities that involve service teams in conversations about legacies often see increased engagement from donors.

3. Rapid Response to Pop Culture Can Boost Legacy Awareness

“We saw a Google Alert and knew we had to act quickly.” – Lauren Jones

When a Greenpeace legacy was mentioned in the TV show Succession, Greenpeace quickly seized the opportunity. Within 48 hours, they launched a social media campaign, engaged in a playful exchange with the show’s cast, and published an article titled ‘So, You Want to Sue Greenpeace?’.

This responsive marketing approach resulted in Greenpeace’s most-viewed article of the quarter and increased engagement across platforms. It highlights the value of being agile and leveraging pop culture moments to engage new audiences with legacy messaging.

4. The Role of Humour in Legacy Messaging

“Legacy fundraising doesn’t have to be sombre – it can be engaging and even humorous.” – Lauren Jones

While legacy fundraising often deals with sensitive topics, humour can make the subject more approachable. Greenpeace’s playful approach to the Succession mention demonstrated how humour can be used effectively without undermining the cause.

Tone is crucial—while humour works well in public-facing campaigns, stewardship communications should be more personal and emotive. Finding the right balance ensures engagement without alienating supporters.

5. Legacy Giving Can Strengthen Lifetime Support

“Leaving a gift in your will makes supporters six times more likely to give during their lifetime.” – Clare Sweeney

Studies suggest that supporters who pledge a legacy often increase their lifetime giving. This reinforces the need to treat legacy pledgers as engaged donors, not just future sources of income.

By recognising legacy donors as valued contributors, charities can encourage further involvement through volunteering, advocacy, and additional donations.

6. Cinema Advertising for Legacy Giving

“We trialled cinema ads to reach new audiences in unexpected places.” – Lauren Jones

Greenpeace experimented with cinema advertising, placing a legacy advert before films like Dark Waters that aligned with their cause. While measuring direct impact was challenging, they saw increased website traffic and inquiries.

Legacy fundraising campaigns can benefit from exploring non-traditional advertising channels, such as cinema, podcasts, and influencer partnerships, to reach new audiences.

7. Stewardship Needs to Be Flexible and Supporter-Led

“Some supporters want regular updates, while others prefer no contact. The key is listening.” – Helen Smith

Effective stewardship varies by supporter. Some want ongoing engagement, while others prefer minimal communication. Offering different levels of interaction ensures donors feel valued without overwhelming them.

Charities should also consider the impact of stewardship on lay executors and family members, ensuring sensitivity and consistency in communications.

8. Events Play a Vital Role in Legacy Engagement

“Face-to-face events create meaningful connections and strengthen commitment.” – Helen Smith

Despite the rise of digital communication, in-person legacy events remain a powerful tool. Events provide opportunities for charities to showcase impact, build relationships, and share personal stories in a way that is difficult to replicate online.

Hybrid events, combining digital and in-person elements, can extend reach while maintaining the intimacy and engagement of physical gatherings.

You can listen to the full episode below.

Speakers:

• Christian Taylor, The Kite Factory

• Dr Claire Routley, Legacy Voice

Eight Key Takeaways

1. Baby Boomers vs The Silent Generation: Understanding Media Consumption

"55-64-year-olds engage with digital media at far higher rates than the 75+ audience." – Christian Taylor

Baby Boomers (aged 56-74) have distinct media habits compared to the Silent Generation (75+). Over 80% of over-55s use the internet, but younger Boomers are far more likely to engage with mobile devices and social media. This makes it crucial to tailor legacy marketing strategies to these differing habits.
Older audiences remain highly engaged with traditional media, particularly television and direct mail, making these channels effective for reaching them.

2. Brand vs Activation: Striking the Right Balance

"Financial services brands typically invest 80% in brand advertising and 20% in activation – legacy marketing may need a similar approach." – Christian Taylor

Brand awareness is critical in legacy fundraising, as decisions to leave a gift often take years to materialise. Investing in emotional advertising that builds long-term consideration ensures charities stay top of mind when supporters are ready to update their will. Short-term activation campaigns (such as lead generation ads) complement this strategy but should not be the sole focus.

3. Flighting: The Impact of Seasonal Legacy Marketing

"Most legacy marketing spend peaks in March and September, driven by industry-wide campaigns like Remember a Charity Week." – Christian Taylor

These peaks benefit charities by creating wider public awareness of legacy giving. However, there is an argument for a more 'always-on' approach to ensure charities remain relevant when individuals reach key life milestones that prompt will-writing.

4. Reaching High-Value Individuals

"Just 6% of legacies account for 50% of legacy income, making it vital to identify and engage these supporters." – Christian Taylor

High-value legacy givers are often home-owners with no children, highly charitable, and interested in arts, travel, and nature. They research their decisions carefully and value human interaction. Charities should consider targeted messaging, partnerships, and stewardship that aligns with these interests.

5. The Importance of Psychological Well-Being in Legacy Giving

"Leaving a legacy gift can enhance well-being by reinforcing a person’s sense of purpose and connection." – Dr Claire Routley

Research shows that legacy giving aligns with key psychological motivators such as autonomy, competence, and relatedness. Charities can enhance engagement by emphasising how legacy gifts help individuals leave a lasting impact.

6. Symbolic Immortality: The Drive to Be Remembered

"For many, a legacy gift is about ensuring their values live on, especially for those without children." – Dr Claire Routley

Many supporters seek a sense of continuity beyond their lifetime. Messaging that focuses on sustaining values rather than personal recognition can be effective, especially when targeting child-free individuals.

7. Charities Must Convey Stability and Longevity

"Donors want to be sure their gift will make a lasting difference – perceived instability can be a barrier." – Dr Claire Routley

While financial urgency can work in general fundraising, legacy givers look for charities that demonstrate long-term impact. Communicating an organisation’s stability and historical achievements reassures potential donors that their legacy will be protected.

8. Updating Wills: The Overlooked Opportunity

"Many wills are rewritten due to life changes – charities need to maintain engagement to stay included." – Dr Claire Routley

Half of all legacy gifts in wills are removed within ten years, often due to changes in personal circumstances. Charities should build ongoing relationships with legacy supporters, offering regular touchpoints to encourage updates rather than assuming an initial pledge is permanent.

Our expert panel for this episode included:

• Dylan Burke – Guardian Angel

• Victoria Jones – Legacy Administration Consultant

• Jen Corbett – National Deaf Children’s Society

Eight Key Takeaways

1. The Acceleration of Online Will Writing

"We've seen a massive increase in people writing their wills online, and charities are realising they need to integrate this into their fundraising strategies." – Dylan Burke

The pandemic forced many charities to reconsider their approach to legacy fundraising, with online will writing growing at an unprecedented rate. Organisations that embrace digital tools for legacy pledging can increase accessibility and engagement, reaching potential donors more effectively.

Charities should ensure online will writing is positioned as an enabler rather than the focus. It should be part of a broader legacy strategy, framed around storytelling and supporter connection rather than simply a transaction.

2. Addressing Internal Buy-In for Legacy Giving

"Without internal buy-in, you're not going to get anywhere. Legacy fundraisers need senior support to make progress." – Dylan Burke

A major challenge for many charities is securing internal buy-in for legacy fundraising. Fundraising directors and trustees often hesitate to prioritise legacies, perceiving them as a long-term investment rather than an immediate income stream.

Educating decision-makers about the importance and resilience of legacy income, particularly in times of crisis, is crucial. Legacy fundraisers should demonstrate how legacy gifts contribute significantly to financial stability and long-term growth.

3. The Role of Data and Digital Measurement

"Online tools allow charities to track their supporters’ journeys in a way that wasn’t possible before." – Dylan Burke

Digital fundraising provides access to data that can refine legacy fundraising strategies. Understanding click-through rates, engagement levels, and online journeys enables charities to target their messaging more effectively.

Charities should focus on tracking and testing different approaches to see what resonates best with their audience, adapting their digital engagement to improve response rates.

4. The Overlooked Importance of Legacy Administration

"Getting legacy administration right is just as important as marketing—it ensures charities receive what they’re entitled to." – Victoria Jones

Many charities focus on legacy marketing but neglect administration. However, processing legacies efficiently ensures funds arrive promptly and in full.

Strong administrative systems, proper documentation, and internal training on legal processes help charities avoid delays and maximise income. Project management tools like Trello can improve efficiency, particularly for small teams.

5. Legal Complexities in Legacy Fundraising

"Legacy administrators must be empowered to make decisions, particularly when handling large sums and property sales." – Victoria Jones

Handling legacy gifts often involves complex legal and financial decisions. Whether approving property sales or handling contested wills, charities must ensure their teams have the necessary expertise and authority.

Trustees should provide clear delegated authority and ensure legacy teams have legal support when required. Proper training in dealing with difficult conversations with executors and beneficiaries is also essential.

6. Learning from Other Charities

"Charities should work together on legacy administration—it benefits everyone in the sector." – Victoria Jones

Legacy fundraising is often collaborative, with multiple charities named as beneficiaries in a single will. Delays in processing can impact multiple organisations, so improving efficiency benefits the whole sector.

Charities should establish relationships with organisations they frequently co-benefit with, sharing insights and best practices to improve collective legacy management.

7. Rethinking Legacy Events: The Shift to Online and Hybrid Models

"Online events allowed us to reach supporters we never could have reached with in-person events." – Jen Corbett

The pandemic forced charities to rethink legacy events, shifting from in-person gatherings to online formats. While early online events struggled with attendance, adapting content and engagement strategies improved effectiveness.

Hybrid events, which combine in-person elements with digital accessibility, are likely to be the future. Finding the right mix of content, including interactive and emotionally compelling elements like sign language performances, can significantly enhance engagement.

8. Creating an Organisation-Wide Legacy Culture

"Legacy giving isn’t just the fundraiser’s job—it’s about building a culture where everyone understands its importance." – Jen Corbett

Charities that successfully grow their legacy income ensure that legacy fundraising is understood across all departments. Staff and volunteers should be educated about the significance of legacies and how they contribute to the organisation’s mission.

Encouraging staff involvement in legacy events and stewardship communications helps integrate legacy giving into the charity’s broader engagement strategy. This creates a more unified approach to supporter relationships and long-term giving.

The full episode can be listened to below.

Guests:

• Vicki O’Hare & Harvey Kirk (RSPB)

• Clare Sweeney (Keepace Consults, working with Eden Valley Hospice)

• Hannah Saunders (The Kite Factory)

Eight Key Takeaways

1. Choosing the Right Agency Matters

“Finding an agency that understood legacies, storytelling and media buying made what was a new experience feel less intense.” – Vicki O’Hare, RSPB

Selecting an agency that understands both legacy fundraising and the nuances of TV advertising ensures a smoother process. Expertise in storytelling and media planning is crucial, particularly when navigating internal approvals and strategic planning.

2. Internal Buy-In is Crucial

“Creating a legacy TV advert helped gain internal buy-in and really raised awareness and support for the legacy department.” – Harvey Kirk, RSPB

Launching a TV advert can rally internal support for legacy fundraising. Engaging departments early—brand, creative, PR, legal—ensures a smoother approval process and fosters a sense of ownership across the organisation.

3. Be Bold and Take Creative Risks

“Taking a bold risk moving away from live video to animation was scary but extremely well received.” – Vicki O’Hare, RSPB

Stepping outside traditional formats can enhance engagement. Animation, for example, was an unexpected but highly successful approach for RSPB’s campaign, demonstrating that creative risks can pay off.

4. Leverage Integrated Campaigns for Greater Impact

“Running events and acquisition campaigns alongside the TV ad helped create high-quality leads for the legacy department.” – Harvey Kirk, RSPB

A TV advert shouldn’t stand alone. Combining it with events, social media, and other direct response activities ensures wider reach and deeper engagement with potential pledgers.

5. Consider Timing and Coordination

“Being aware of campaigns, events and communications happening in other departments is key when planning when to air a TV ad.” – Harvey Kirk, RSPB

Aligning TV adverts with broader organisational activities, such as peak awareness periods or fundraising campaigns, maximises impact. For RSPB, launching their advert around Remember a Charity Week boosted engagement.

6. TV Advertising is Accessible for Smaller Charities

“It’s achievable, even if you haven’t done this before, even if your budget is small.” – Clare Sweeney, Keepace Consults

Regional advertising can be affordable and effective. Eden Valley Hospice successfully engaged its community by featuring real supporters in their TV ad, showing that impactful storytelling doesn’t require a large budget.

7. Shifting to Digital Response Mechanisms

“Legacy TV ad response has moved more online, with older audiences becoming more comfortable digitally.” – Hannah Saunders, The Kite Factory

While phone responses remain important, there’s been a significant shift towards digital engagement. Ensuring a strong online presence, including optimised landing pages and paid search, enhances response rates.

8. Effective Measurement and Attribution

“Before launching TV, ensure you have a robust testing and measuring framework in place.” – Hannah Saunders, The Kite Factory

Testing through digital campaigns first helps refine messaging before investing in TV. Tracking metrics such as cost per guide request (typically ranging from £200–£400 in early campaigns) provides insights into long-term success.

The full episode can be listened to below.

Guests:

• Akhil Anand – Cancer Research UK

• Pauline Harvey-Jones – Farleigh Hospice

• Tim Rogers – Oxfam America

Eight Key Takeaways

1. Demonstrating the Value of Collaboration

“Research from the University of California has shown that the regularity and value of lifetime gifts increases after donors add a charity to their will.” – Akhil Anand

A solid case for collaboration between legacy and high-value donor teams can be made through data. Studies show that when donors include a charity in their will, their lifetime giving often increases. This means major donor teams don’t need to fear that legacy discussions will harm their fundraising efforts. Instead, they should see it as a way to build deeper engagement with donors.

2. Addressing Fears Around Legacy Giving

“There is a fear that talking about legacies will compromise lifetime giving, but research shows the opposite.” – Helen

One of the biggest barriers to integrating legacy giving is internal resistance from colleagues. Some fundraisers worry that introducing legacy conversations will distract or deter donors from giving during their lifetime. However, data consistently shows that legacy donors often give more in the short term as well. Educating teams about this evidence can help overcome concerns.

3. Making the Case with Hard Data

“Kite Factory research showed that ~80% of high-value legators surveyed were also regular donors to multiple charities.” – Akhil Anand

Using statistics is an effective way to convince colleagues of the value of legacy integration. Legacy teams should provide clear evidence that legacy pledgers are among the most committed supporters, often engaging with charities in multiple ways.

4. The Importance of Stewardship and Long-Term Thinking

“Legacies pledged 30 years ago have ensured that our charity remained on a strong footing throughout the pandemic.” – Akhil Anand

Legacies provide financial stability for charities in times of crisis. Fundraisers should help major donors understand that supporting the charity now does not preclude them from considering a legacy gift later. Stewarding donors with a long-term vision can be a powerful way to secure both immediate and future funding.

5. Overcoming Internal Silos

“Working together requires leadership buy-in, but also internal champions from both teams.” – Akhil Anand

Legacy and high-value giving teams often work in silos, missing opportunities for collaboration. A practical step forward is identifying internal champions who can bridge the gap between departments. These individuals can promote the benefits of a blended approach and encourage cross-team training.

6. The Role of Retail Volunteers in Legacy Conversations

“Retail volunteers have strong community connections and can help introduce legacy messaging.” – Pauline Harvey-Jones

Retail shops provide an excellent opportunity to spread awareness of legacy giving. Volunteers often build deep relationships with customers, making them well-placed to mention legacies in a natural, supportive way. Providing volunteers with simple tools—like leaflets or business cards—can empower them to signpost potential legators without needing detailed knowledge.

7. How Smaller Charities Can Work as One Team

“Smaller charities can be more agile and work cross-team more flexibly.” – Pauline Harvey-Jones

Unlike larger organisations where fundraising departments are often rigidly structured, smaller charities have the advantage of being able to work collaboratively with fewer bureaucratic barriers. However, a challenge remains in ensuring that legacy fundraising is seen as everyone’s responsibility, not just that of the designated legacy officer.

8. Lessons from the US Approach to Legacy Fundraising

“In the US, donors expect big asks—fundraisers shouldn’t be afraid of discussing legacies.” – Tim Rogers

In the US, planned giving encompasses multiple giving mechanisms, including gifts from wills, trusts, and annuities. American donors are more accustomed to blended giving, where lifetime and legacy gifts are seen as complementary rather than competing. UK fundraisers can learn from this approach by incorporating legacy discussions into broader donor conversations rather than treating them as separate appeals.

The full episode can be listened to below.

Guests:

• Anaish Parmar – Legacy Engagement Manager, British Heart Foundation

• Charlie Richardson – In Memory and Legacy Fundraising Manager, Peace Hospice Care

• Chris Millward – Founder, LegacyGivingExpert

Eight Key Takeaways

1. The Power of a Strong Legacy Proposition

"Will Power helps us connect with supporters, partners, and internal teams." – Anaish Parmar

A well-defined Legacy Proposition provides a consistent narrative that resonates with both internal and external stakeholders. The British Heart Foundation developed ‘Will Power’ to create a strong, recognisable message that aligns legacy giving with the charity’s wider mission. This consistency supports both marketing efforts and internal engagement.

2. Embedding Legacy Giving Within an Organisation

"Half of our income comes from legacy gifts, so we need our whole organisation to understand its importance." – Anaish Parmar

To ensure legacy giving remains a priority, the British Heart Foundation integrates it into staff inductions and internal communications. Engaging teams across departments helps normalise legacy conversations and encourages staff to introduce legacy opportunities in their roles.

3. Legacy and In-Memory Fundraising as a Combined Approach

"We include legacy giving within in-memory fundraising because it naturally extends the donor journey." – Charlie Richardson

At Peace Hospice Care, legacy giving is positioned within in-memory fundraising to create a seamless donor stewardship journey. Many supporters who donate in memory of a loved one later choose to leave a legacy gift, making early relationship-building key to long-term engagement.

4. Encouraging Legacy Conversations with Sensitivity

"When patients ask about legacies, I always involve a third person to ensure transparency and avoid undue influence." – Charlie Richardson

Discussing legacy giving in a hospice setting requires a careful approach. By ensuring conversations are handled ethically and with support from clinical teams, Peace Hospice Care balances raising awareness with maintaining patient trust.

5. Low-Budget Legacy Campaigns Can Be Highly Effective

"We’re using bookmarks and postcards in charity shops to break common myths about hospices and encourage legacy giving." – Charlie Richardson

Smaller charities can make an impact with creative, cost-effective campaigns. Peace Hospice Care leverages community networks and local stakeholders to distribute legacy messaging through charity shops and local publications.

6. Measuring Legacy Success Requires a Long-Term View

"We divide measurement into short, medium, and long-term indicators to track success." – Chris Millward

Measuring legacy fundraising effectiveness is complex due to the long lead time between pledge and realisation. Short-term indicators (campaign engagement, lead generation), medium-term (supporter pipeline growth), and long-term (legacy income) provide a more comprehensive picture of success.

7. Internal Engagement is Crucial for Legacy Growth

"Sharing real supporter stories internally helps keep teams motivated about legacy fundraising." – Charlie Richardson

Ensuring that all staff and volunteers understand the impact of legacies is essential. Peace Hospice Care shares anonymised supporter stories internally to reinforce the importance of legacy gifts and maintain enthusiasm among colleagues.

8. Legacy Fundraising Requires Agility and Adaptation

"Legacy teams must be adaptable – legacy trends shift, and we need to continuously refine our approach." – Chris Millward

Legacy fundraising is an evolving field that requires ongoing learning and flexibility. Adapting to supporter preferences, technological advancements, and external factors such as the pandemic ensures continued effectiveness in legacy campaigns.

The full episode can be listened to below.

Eight Key Takeaways

1. Segmenting Internal Audiences for Legacy Conversations

“We need everybody to be trained in the legacy message, but everybody needs a slightly different version.” – Ali O’Neill

RNLI has created a segmented internal training framework to ensure that different staff and volunteers receive the right level of legacy knowledge. They categorise people into three levels: Expert, Understand, and Aware, tailoring messages and training delivery accordingly.

Fundraisers and direct supporter teams need expert knowledge, while community engagement teams need a solid understanding. Everyone else should at least be aware of the role of legacies in funding.

2. Legacy Fundraising is a Long-Term Stewardship Process

“Some pledgers want high-intensity engagement, while others prefer little to no contact. Respecting those preferences is key.” – Ali O’Neill

At RNLI, pledgers are classified into groups based on their engagement preferences. Around 60% prefer structured but minimal contact, 20% opt for high-touch engagement, and 20% prefer not to be contacted at all. The key is to balance stewardship with supporter comfort.

3. Normalising the Legacy Conversation Internally and Externally

“Our job is to help colleagues and supporters feel comfortable talking about legacies – not to turn them into experts.” – Ali O’Neill

RNLI trains staff and volunteers to introduce legacies naturally into conversations without pressuring people. Volunteers and frontline staff are encouraged to normalise legacy giving by discussing wills in everyday settings, making it a part of larger conversations about future planning.

4. Engaging Stakeholders Across the Legacy Administration Process

“Legacy administration isn’t just about legal processes—it’s about relationships and collaboration.” – Tom Newton

Shelter ensures that every executor, whether professional or lay, receives the appropriate level of support and guidance. Solicitors and probate professionals require clear and efficient collaboration, while lay executors often need a more compassionate and guiding approach.

5. The Power of Solicitors in Nudging Legacy Giving

“A simple nudge from a solicitor can treble the number of people leaving a gift in their will.” – Rob Cope

Research from Remember a Charity shows that when solicitors ask clients whether they want to leave a charitable gift, legacy giving increases significantly. Embedding this question into will-writing conversations is a crucial strategy for growing legacies across the sector.

6. Building Better Relationships with Professional Executors

“Solicitors don’t want to be patronised. Acknowledging their role and making collaboration seamless is key.” – Tom Newton

Charities should focus on providing value to professional executors, offering clear guidance while respecting their expertise. Thoughtful engagement, such as thank-you letters and relationship-building, can improve perceptions of charities as partners rather than administrative burdens.

7. Commemorating Legacy Supporters Beyond Traditional Approaches

“Books of remembrance are a start, but we need to be more creative in celebrating legacy supporters.” – Tom Newton

Some charities, like the National Trust, integrate legacy donor stories into their properties, while others create Books of Life instead of remembrance books. These approaches shift the focus from loss to the lasting impact of supporters' generosity.

8. Legacies Must Remain a Marketing Priority Post-Pandemic

“Now more than ever, people are thinking about end-of-life planning. This is an opportunity we must maximise.” – Rob Cope

The pandemic heightened awareness of wills and future planning, making legacy fundraising more relevant than ever. Charities that maintained legacy marketing throughout the crisis, such as Marie Curie, saw positive engagement. The key is to ensure messaging remains sensitive and relevant.

The full episode can be listened to below.

Guests:

• Jenny Kronbergs (UNICEF UK)

• Richard Hill (Legacy Foresight)

• Alexis Fairclough (Bequeathed)

• Helen Smith (Cancer Research UK)

Eight Key Takeaways

1. Engage Warm Supporters with Legacy Messaging

“Someone who receives a communication from a charity asking for a legacy gift is 17 times more likely to leave one than someone who has not been asked.”

Warm supporters already trust the charity, making them more receptive to legacy giving. It’s essential to integrate legacy messaging into existing communications to ensure supporters are aware of this giving opportunity.

2. Overcome Internal Resistance to Legacy Promotion

“There can be a fear among fundraising colleagues that legacy asks might reduce other donations, but studies show that lifetime giving actually increases by 77% after making a legacy pledge.”

A key challenge is persuading internal teams that legacy promotion won’t negatively impact regular donations. Sharing sector research and internal case studies can help address these concerns and foster internal buy-in.

3. Craft Effective Legacy Communications

“The five key elements of an effective legacy pack are Implementation, Impact, Inspiration, Integrity, and Information.”

Richard Hill’s research at Legacy Foresight identified five critical elements for legacy packs. Ensuring materials are visually engaging, personalised, and accessible improves their effectiveness in encouraging legacy pledges.

4. Actively Promote Free Will Services

“A free, trustworthy online will service can remove key barriers like cost and convenience, making it easier for supporters to take the next step.”

Free will services provide a low-friction way for supporters to create a will, increasing the likelihood of a legacy gift. Charities should integrate these services into existing supporter journeys and actively promote them through multiple channels.

5. Leverage Staff and Volunteers as Legacy Advocates

“Staff and volunteers are deeply connected to the charity’s mission and can be key voices in promoting legacies.”

Charities can engage their own staff and volunteers with legacy giving, both as potential pledgers and as advocates who normalise the conversation within the organisation and with supporters.

6. Use Corporate Partnerships to Expand Reach

“Corporate partners can introduce free will services to employees, embedding legacy giving into company wellbeing initiatives.”

Companies with strong CSR commitments may welcome the opportunity to offer free will services to their employees. This benefits both the charity and the corporate partner, while expanding the reach of legacy campaigns.

7. Integrate Legacy Messaging into Everyday Interactions

“Supporters need between 11 to 13 meaningful touchpoints before seriously considering a legacy gift.”

Ensuring that legacy giving is naturally embedded in existing communications, from newsletters to website content, increases awareness without making supporters feel pressured.

8. Tailor Strategies for Different Audiences

“Loyalty is a stronger predictor of legacy giving than donation size.”

Segmenting warm audiences based on their level of engagement rather than their financial contributions allows charities to prioritise the best prospects for legacy conversations.

The full episode can be listened to below.

Guests:

• Helen Smith (Cancer Research UK)

• Katie May & Melanie Day (The Brain Tumour Charity)

• Ben Eden-Davies (St Mungo’s)

• Jon Collins (Cancer Research UK)

• Ben Garner (Charity People)

Eight Key Takeaways

1. Legacy Fundraising Requires a Unique Skillset

“Legacy giving is a gift of trust.” – Helen Smith

Legacy fundraisers must quickly build relationships and establish trust. Unlike other fundraising areas, legacies operate over long timeframes, requiring patience, resilience, and the ability to engage supporters in meaningful conversations about their future impact.

2. Legacy Messaging Should Be Part of All Communications

“Every supporter is a potential legator.” – Melanie Day

Rather than treating legacy fundraising as a silo, charities should integrate legacy messaging across their supporter touchpoints. This ensures awareness is built over time, making the topic familiar and accessible when supporters are ready to engage.

3. KPIs for Legacy Fundraising Should Focus on Engagement

“It’s difficult to measure success when the results may take decades.” – Katie May

Given the long lead times for legacy gifts, traditional fundraising KPIs may not apply. Instead, engagement metrics—such as inquiries, website visits, and conversations—offer insight into the effectiveness of legacy messaging.

4. Solicitors Are Key Partners in Legacy Giving

“Solicitors need to understand your charity so they can provide informed advice.” – Jon Collins

Building relationships with solicitors ensures they are aware of your charity’s work and can confidently discuss legacy giving with clients. Providing solicitors with updates on how much funding their referrals have facilitated can strengthen these partnerships.

5. Internal Buy-In is Essential for Legacy Success

“Someone at the top has to champion legacy giving.” – Ben Eden-Davies

For legacy fundraising to thrive, leadership must recognise its importance. Fundraisers should advocate for legacies internally, ensuring colleagues across departments understand their role in supporting legacy conversations.

6. Blending Digital and In-Person Events Increases Accessibility

“Virtual events have opened up a new audience for us.” – Helen Smith

The shift to digital during the pandemic highlighted new ways to engage supporters. Going forward, charities should consider running both physical and digital events to maximise reach and accommodate different supporter preferences.

7. Legacy Recruitment Requires a Mix of Skills

“We look for strong relationship builders, not just fundraisers.” – Ben Garner

Successful legacy professionals come from diverse backgrounds, including marketing, account management, and even sectors like publishing and customer service. The ability to engage supporters in sensitive conversations is often more valuable than direct fundraising experience.

8. Testing and Refining Legacy Messaging is Crucial

“We frequently test messaging to ensure it resonates with supporters.” – Katie May

Charities should regularly assess how their legacy messaging is received by different audiences. Testing across warm and cold supporter segments helps refine language and improve engagement, ensuring the messaging is effective without being intrusive.

Legacy fundraising may not deliver immediate financial results, but its long-term impact is vital to the sector. By focusing on engagement, building internal and external partnerships, and ensuring legacy messaging is part of broader communications, fundraisers can successfully prove the value of their work and grow future income for their charities.

You can listen to the full episode below.

Guests:

• Helen Smith, Senior Legacy Manager, Cancer Research UK

• Claire Routley, Legacy Fundraising Consultant

• Beth Thompson, Senior Legacy Promotions Manager, Macmillan Cancer Support

• Michelle Adelman & Jess Hood, Battersea Dogs & Cats Home

Eight Key Takeaways

1. Stewardship Should Prioritise Supporter Experience

“People want to feel part of the charity rather than just being external contributors.” – Helen Smith

Stewardship has evolved, but its core purpose remains the same: ensuring supporters have a meaningful connection with a charity. The focus should be on experience rather than transactional fundraising, using touchpoints that create a sense of involvement.

2. The Retention of Legacy Pledgers Needs More Attention

“Only half of pledgers ultimately leave a gift in their will.” – Claire Routley

Research from Legacy Foresight and Professor Russell James indicates a 10-year retention rate of around 55% for legacy pledgers. Many pledgers drop off simply because they forget their original intentions when writing a new will, rather than due to dissatisfaction.

3. Memorable Stewardship Increases Legacy Retention

“To create memorability, you need attention, emotion, and novelty.” – Claire Routley

Charities need to ensure that legacy stewardship moments stand out. Newsletters alone may not be enough—creative, unexpected gestures (such as personal calls, handwritten cards, or exclusive updates) can make a lasting impression.

4. Small Personal Touches Make a Big Difference

“Handwritten cards, personal calls, and unexpected check-ins are simple but powerful.” – Helen Smith

Supporters appreciate low-cost but personal gestures that show they are valued. One example was Battersea’s teabag mailing, which included a tea bag and an invitation to ‘catch up’, reinforcing supporter relationships in a simple but engaging way.

5. Digital Stewardship is Here to Stay

“Webinars and video calls are opening new opportunities for supporter engagement.” – Beth Thompson

Since COVID-19, Macmillan Cancer Support and Battersea Dogs & Cats Home have pivoted to virtual events. While attendance rates are still being tested, these digital touchpoints are making engagement more accessible to those unable to travel.

6. Solicitors Play a Key Role in Legacy Giving

“Many pledgers don’t proactively remove charities from their will; they simply forget about them when writing a new one.” – Claire Routley

Encouraging solicitors to remind clients of previous legacy gifts when rewriting wills could help prevent charities from being unintentionally removed.

7. Effective Stewardship Requires Cross-Departmental Collaboration

“Regional fundraisers are the best people to build relationships with supporters.” – Beth Thompson

Larger charities often need to bridge internal silos to ensure supporters receive a seamless experience. Macmillan Cancer Support now integrates its regional fundraisers into its legacy stewardship strategy, ensuring a personal touch remains at the heart of supporter communications.

8. Stewardship Should Adapt to Supporter Preferences

“People want to be stewarded, but they don’t want to know they are being stewarded.” – Helen Smith

Some supporters want regular updates, while others prefer minimal contact. Offering a range of stewardship options and letting supporters guide their own experience increases engagement while respecting individual preferences.

Final Thoughts

Stewardship in legacy fundraising is not just about asking for gifts but about ensuring supporters feel valued. Whether through small personal gestures, digital engagement, or solicitor partnerships, charities that prioritise memorable experiences will ultimately see higher legacy retention rates.

The full episode is available to listen to below.

Guests:

• Alison Rubenstein, Legacy Advisor, Jewish Care

• David Cole, Managing Director, Fastmap

• Meg Abdy, Development Director, Legacy Foresight

Eight Key Takeaways

1. Adapting Legacy Strategy in a Crisis

"Our priority was to save lives, so all visits to our homes were suspended, and we adapted rapidly to keep residents connected." – Alison Rubenstein

Jewish Care paused all legacy marketing at the onset of COVID-19, focusing instead on crisis response. They implemented digital solutions, such as iPads for care home residents, and expanded services like Meals on Wheels. Their approach highlighted the importance of sensitivity and timing in legacy messaging.

2. Timing and Tone in Legacy Marketing

"We found that 42% of people thought it was strongly appropriate to ask for gifts in wills during this time." – David Cole

Fastmap’s research revealed that, despite concerns, many donors saw legacy giving as appropriate during the pandemic. Messaging should acknowledge the times while reinforcing the long-term impact of legacies.

3. Understanding Donor Mindset During COVID-19

"People were thinking more about legacies and dying than they usually would." – David Cole

Searches for wills and legacies spiked during the pandemic, showing increased public engagement with estate planning. Fundraisers should consider this shift and adjust outreach accordingly.

4. The Long-Term Impact of COVID-19 on Legacy Giving

"One in five adults are currently considering writing or rewriting their will." – Meg Abdy

Legacy Foresight’s research suggests that will-writing has surged, driven by heightened awareness of mortality. However, this effect may fade, making the next six to twelve months a key period for engagement.

5. Baby Boomers and the Future of Legacy Giving

"Compared to previous generations, boomers are wealthier, healthier, and better educated, making them more open to legacy giving." – Meg Abdy

While baby boomers present a strong legacy opportunity, they also prioritise family security. Charities should balance stewardship with reinforcing their impact to remain a key part of estate planning.

6. Engaging Older Donors Beyond Face-to-Face Events

"Older volunteers have been unable to help in recent months, but stewardship is key to maintaining and potentially increasing pledges." – Meg Abdy

Many older supporters have been isolated, affecting engagement. Digital stewardship, phone check-ins, and virtual events can help maintain relationships.

7. Digital Will-Writing is an Emerging Trend

"Currently, 8% of wills are written online, but 1 in 5 millennials and Gen X say they would use an online service in the future." – Meg Abdy

As digital will-writing grows, charities should explore partnerships with will providers and adapt their marketing to reach younger demographics.

8. Internal Engagement Strengthens Legacy Programmes

"Our internal awareness programme ensures staff understand how legacies support our work and encourage pledges." – Alison Rubenstein

Jewish Care has invested in internal legacy awareness, ensuring that staff at all levels can advocate for legacies. Educating internal teams can improve donor engagement and legacy income.

Final Thoughts

This episode reinforced that while COVID-19 has disrupted legacy fundraising, it has also created new opportunities. Understanding donor behaviour, embracing digital solutions, and strengthening stewardship will be critical in the evolving legacy landscape.