Legacy insights from Legacy Roundtable 19

This episode of the Legacy Roundtable explores how charities can create and refine their Gifts in Wills guides, featuring insights from Prostate Cancer UK, Frimley Health Charity, and the National Tru

This article serves as a companion to Legacy Roundtable Episode 19, which focused on the development and refinement of Gifts in Wills guides.

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.