Legacy insights from Legacy Roundtable 1
Insights from legacy fundraising experts on adapting strategies, digital engagement, stewardship, and the impact of online wills during uncertain times.
You can listen to the full episode below, featuring insights from Karen Denton (RSPB), Barry Hunt (Scope), Andy Perry (St Catherine’s Hospice), Matthew Semple (MediaLab), and Jess Lister (Humankind Research).
This summary highlights eight key insights that legacy fundraisers can take from the discussion, focusing on practical strategies and industry observations.
1. Tone and Timing Matter in Legacy Marketing
"We have an obligation to ensure that we're projecting the charity in the right light… we don't want to do any reputational damage." – George, Alzheimer's Research UK
Legacy fundraising requires a careful balance between maintaining activity and being sensitive to the wider societal context. During times of heightened anxiety, fundraisers must ensure messaging does not come across as opportunistic or out of touch.
Several charities decided to pause paid social media advertising due to concerns that it could be perceived as inappropriate. However, they continued using Pay-Per-Click (PPC) advertising on Google, ensuring they remained visible to individuals actively searching for will-making information. This highlights the importance of adjusting marketing strategies based on audience sentiment rather than stopping outreach entirely.
2. Digital Adaptation is Key
"It actually took a worldwide pandemic to get our digital guide on the website." – Karen Denton, RSPB
Many charities have traditionally relied on physical legacy guides and printed materials to inform potential pledgers about leaving a gift in their will. However, the pandemic forced organisations to quickly transition to digital solutions.
RSPB had been discussing offering a digital legacy pack for some time but had not yet implemented it. The lockdown accelerated this change, as their fulfilment team was unable to process and send out physical packs. This underscores the need for charities to ensure their digital infrastructure is robust, enabling supporters to access key resources without delays. Moving forward, digital-first approaches should be prioritised to future-proof legacy fundraising.
3. Stewardship Should Be a Priority
"Maxine’s spending a lot of time on stewardship calls… having conversations with supporters that are pledgers and intenders." – George, Alzheimer's Research UK
With face-to-face events and in-person meetings cancelled, charities are shifting their focus towards stewardship—deepening relationships with supporters who have already pledged or are considering a legacy gift.
Some organisations have redirected staff time towards making personal stewardship calls to pledgers, particularly older supporters who may be feeling isolated. Rather than pushing for immediate commitments, these calls serve to check in, listen, and reinforce a sense of community. Supporters appreciate personal engagement, and strengthening these relationships now may lead to stronger long-term commitments when the external environment is more stable.
4. Consider the Impact of Online Wills on Legacy Giving
"Online wills have seen an uplift… but we’ve made sure broad matches exclude certain keywords like ‘COVID’ and ‘pandemic’." – Barry Hunt, Scope
The increase in online will-making presents both an opportunity and a challenge for legacy fundraisers. On one hand, more people are writing wills due to the heightened awareness of mortality, which could lead to increased legacy giving. On the other hand, charities must be mindful of ethical considerations and potential risks, such as ensuring wills made online are legally valid and properly witnessed.
Some organisations have chosen to exclude certain COVID-related keywords from their digital marketing to avoid appearing to capitalise on people’s fears. Charities need to carefully assess their approach to online wills, ensuring supporters receive clear, well-guided advice rather than feeling pressured into making quick decisions.
5. Legacy Fundraising Requires Long-Term Thinking
"In the longer term, I have no concerns about it recovering… it's just how long is the long term?"
Legacy income is fundamentally different from other fundraising streams because it is a long-term revenue source rather than an immediate return. Unlike appeals for immediate cash donations, legacy gifts take years—sometimes decades—to materialise.
While economic downturns and uncertainty may impact short-term lead generation and engagement, the underlying motivations for leaving a legacy gift remain strong. Many charities believe that once the crisis has passed, legacy income will stabilise and potentially even grow. The challenge for fundraisers is navigating the short-term disruption while continuing to nurture relationships and maintain visibility so that long-term legacy income is protected.
6. Reforecasting Income Needs Careful Consideration
"We're working with our legacy admin to assess what percentage of our pipeline is property and shares, and how that may be impacted by the economy." – Barry Hunt, Scope
Legacy fundraisers are facing increasing uncertainty about how the economic downturn will impact legacy income. A key concern is the valuation of residual gifts, particularly those tied to property and investments. With property sales slowing and the stock market fluctuating, charities may see delays in probate processing and lower-than-expected legacy income in the short term.
Some organisations are taking a cautious approach, delaying reforecasting until they have more clarity on the financial landscape. While it is essential to monitor the situation, charities should avoid making drastic changes to their forecasts without solid data, as legacy income is inherently variable and subject to long-term trends.
7. Using Virtual Events to Maintain Engagement
"We have these amazing internal spotlight talks, and now we’re using them as a stewardship tool for pledgers." – Karen Denton, RSPB
With in-person events off the table, some charities are using virtual events to engage legacy supporters and keep them connected to the cause. RSPB, for example, has repurposed its internal "spotlight talks"—which were originally designed for staff—to serve as an exclusive stewardship tool for pledgers.
These virtual events allow supporters to hear from conservationists and scientists about the charity’s ongoing work, reinforcing the impact of their future gift. Other charities are exploring virtual memorial services, online storytelling events, and live Q&A sessions with legacy experts. By providing meaningful engagement opportunities, charities can maintain relationships and remind pledgers why their support matters.
8. Don’t Rush to Spend Legacy Budgets Later in the Year
"If every other charity is out there at the same time, is that the right time for us to be going out?" – George, Alzheimer's Research UK
Many legacy teams are considering postponing their campaigns until later in the year, but this comes with its own risks. If all charities delay their spend to Q3 and Q4, the market could become saturated, making it more difficult for any single organisation to stand out. Increased competition could drive up advertising costs and dilute messaging effectiveness.
Fundraisers should weigh the benefits of postponement against the potential drawbacks and consider spreading out their activity rather than concentrating everything in a short window. Additionally, careful planning is needed to ensure that delaying campaigns does not result in budget reductions in future years, as unspent funds may be reassigned elsewhere within the organisation.