Legacy insights from Legacy Roundtable 2
Adapting Legacy Fundraising During Uncertainty
This article is a companion to the second episode of The Legacy Roundtable, where industry experts discussed the evolving landscape of legacy fundraising during the early stages of the UK’s lockdown. You can listen to the full episode below.
Guests included Hannah Saunders (The Kite Factory), Allan Freeman & Lucinda Darby (Remember A Charity), David Roberts (Bequeathed), and Matt Smith (London’s Air Ambulance Charity).
Eight Key Takeaways
1. Charities Initially Paused Legacy Campaigns but Resumed Without Backlash
“Most charities we work with initially paused campaigns but resumed after realising that legacy messaging remained relevant and was not receiving negative responses.” – Hannah Saunders
Many organisations hesitated to continue legacy messaging at the start of lockdown but soon found that audiences did not associate it negatively with the crisis. Legacy communications, being inherently sensitive, remained well-received.
Takeaway: Charities should maintain legacy marketing but ensure messaging does not directly link to the pandemic, as this could create unintended associations.
2. Will Writing Interest Surged, Presenting an Opportunity for Charities
“We saw a significant spike in ‘free will’ searches, and charities were able to offer guides and resources in response.” – Hannah Saunders
The increased public focus on will writing due to COVID-19 led to higher engagement with will-writing services. Charities saw an opportunity to reinforce their presence in this space without aggressive marketing.
Takeaway: Charities should position themselves as a supportive resource for will writing rather than pushing a direct fundraising ask.
3. Media Costs Dropped, Allowing Greater Reach
“TV and digital advertising costs dropped by up to 50%, making it more affordable to reach audiences that were previously expensive.” – Hannah Saunders
With more people at home and brands withdrawing from advertising, charities found lower-cost opportunities to reach their target audiences.
Takeaway: Charities should explore digital and TV advertising as a cost-effective way to expand their legacy fundraising reach.
4. Remember A Charity Shifted Focus to Highlight Charity Support
“We temporarily moved away from legacy messaging to focus on how member charities are supporting communities.” – Lucinda Darby
Rather than directly promoting legacies, Remember A Charity highlighted case studies demonstrating the impact of charities during the crisis, fostering goodwill and trust.
Takeaway: Legacy fundraisers should focus on storytelling and demonstrating the impact of their work, maintaining visibility without appearing opportunistic.
5. Solicitors and Will Writers Saw Increased Demand
“We’ve seen a surge in will writing. It’s important to maintain communication with solicitors to ensure gifts in wills are included as an option.” – Allan Freeman
With more people drafting wills, legal professionals played a key role in normalising charitable gifts.
Takeaway: Charities should strengthen relationships with solicitors and will writers to encourage the inclusion of charitable bequests.
6. Online Will Writing Services Remain Stable, With No Shift in Giving Patterns
“We’re seeing the same level of pledges across all charity types. The increase is in volume rather than a shift in who people are supporting.” – David Roberts
Despite increased will-writing activity, there was no major shift in the types of charities being included.
Takeaway: While will-writing volumes have risen, legacy fundraisers should not assume donor priorities have changed.
7. Charities Postponed Legacy Campaigns for Timing Reasons
“We had a direct mail legacy campaign scheduled for the end of March, but we postponed it to avoid appearing insensitive.” – Matt Smith
Some charities opted to delay campaigns rather than risk negative reception, choosing to revisit them later in the year when the landscape was clearer.
Takeaway: Timing remains crucial. If a campaign feels potentially inappropriate, it may be worth rescheduling rather than cancelling entirely.
8. Legacy Income Forecasting Remains a Challenge
“Reforecasting is difficult. We don’t yet know the long-term impact of this crisis on legacy income.” – Matt Smith
Uncertainty around estate administration, probate delays, and economic shifts make legacy income projections highly unpredictable.
Takeaway: Fundraisers should prepare for income fluctuations and ensure internal teams and trustees understand the complexity of forecasting in this period.
Conclusion
Despite initial hesitation, legacy fundraising remains viable and continues to be well-received by supporters. Lower advertising costs, increased interest in will writing, and strong solicitor relationships create opportunities, but charities must remain sensitive in their messaging and prepare for financial uncertainty in the short term.
As the landscape continues to evolve, legacy teams must remain flexible and strategic to navigate this unprecedented period effectively.