Legacy insights from Legacy Roundtable 3
The third episode of the Legacy Roundtable explores the impact of COVID-19 on legacy income, will-writing trends, and in-memory fundraising, with insights from leading sector experts
This article is a companion piece to Episode 3 of the Legacy Roundtable webinar series, featuring expert discussions on the evolving landscape of UK legacy fundraising amid COVID-19. The full episode can be listened to below.
Guest speakers:
Matthew Lagden (Institute of Legacy Management)
Stephen Maund (Capacity Marketing for Charities)
Jonathan Davies (MuchLoved)
Georgina Hyman (Alzheimer’s Research UK)
Eight Key Takeaways
1. Legacy income is expected to decline but will recover
"We have never experienced a period where legacy income will drop on the previous year’s numbers." – Matthew Lagden
Legacy Foresight predicts a 25% decline in legacy income due to the economic downturn, particularly influenced by house prices. However, legacy giving remains resilient, and income should stabilise as the property market recovers.
2. The probate system is stabilising but still faces delays
"Probate applications are starting to work through the system, but if properties can’t be sold, legacy income will be delayed." – Matthew Lagden
Although probate was disrupted, applications are now being processed again. However, income flow remains dependent on the ability to sell properties in a recovering market.
3. Will-writing has become normalised, but the market is consolidating
"Most wills will now be written by 20 big players rather than local solicitors." – Matthew Lagden
The pandemic has accelerated a shift in will-writing trends. With many high-street firms closing, charities should focus on relationships with major will-writing services to secure legacy commitments.
4. Free Wills Month saw increased engagement
"Website traffic for Free Wills Month rose by nearly 20%, and results were the same as last year." – Stephen Maund
Despite initial concerns that people were rushing to make wills without including charitable gifts, the percentage of wills containing legacy donations remained stable, showing strong long-term donor commitment.
5. Solicitors are adapting to new ways of working
"Virtually no solicitors have stopped working; they are using phone, video, and even garden visits." – Stephen Maund
Solicitors have adjusted well to restrictions, ensuring that will-writing continues. Many have adopted virtual consultations, outdoor signings, and socially distanced office visits to meet demand.
6. In-memory giving is increasing in volume but with smaller donations
"Tributes are up over 25%, candles up 140%, and pictures up 190%, but average donation size has dropped." – Jonathan Davies
With restrictions on funerals, more people are engaging with digital tribute platforms. The total number of donations has significantly increased, though individual gift sizes are slightly lower due to the shift away from in-person giving.
7. Funeral directors are prioritising bereavement care
"They are desperate to give better bereavement support, as families have lost the ability to grieve in person." – Jonathan Davies
Funeral directors are looking for ways to help families honour loved ones remotely. This presents an opportunity for charities to support communities by offering digital tribute and remembrance options.
8. Long-term stewardship is crucial for charities
"Legacy income is an insurance policy for the future. Don’t make knee-jerk decisions to cut marketing spend." – Georgina Hyman
While short-term pressures may tempt organisations to reduce legacy marketing, it remains a vital long-term revenue stream. Charities should focus on strengthening supporter relationships and maintaining visibility in legacy conversations.
This session highlighted the resilience of legacy fundraising and the adaptability of the sector. As charities navigate uncertainty, focusing on stewardship, relationships with will-writing firms, and digital engagement will be key to future success.