Legacy insights from Legacy Roundtable 6
Stewardship in Legacy Fundraising
This article is a companion piece to the sixth episode of the Legacy Roundtable, where expert speakers shared insights on stewardship in legacy fundraising. Below, we summarise eight key takeaways from the discussion.
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.