Legacy insights from Legacy Roundtable 13
The Future of Legacy Fundraising
This article is a companion piece to Episode 13 of the Legacy Roundtable, a webinar series providing expert insights into UK charity legacy fundraising. The full episode can be listened to below.
Our expert panel for this episode included:
Dylan Burke – Guardian Angel
Victoria Jones – Legacy Administration Consultant
Jen Corbett – National Deaf Children’s Society
Eight Key Takeaways
1. The Acceleration of Online Will Writing
"We've seen a massive increase in people writing their wills online, and charities are realising they need to integrate this into their fundraising strategies." – Dylan Burke
The pandemic forced many charities to reconsider their approach to legacy fundraising, with online will writing growing at an unprecedented rate. Organisations that embrace digital tools for legacy pledging can increase accessibility and engagement, reaching potential donors more effectively.
Charities should ensure online will writing is positioned as an enabler rather than the focus. It should be part of a broader legacy strategy, framed around storytelling and supporter connection rather than simply a transaction.
2. Addressing Internal Buy-In for Legacy Giving
"Without internal buy-in, you're not going to get anywhere. Legacy fundraisers need senior support to make progress." – Dylan Burke
A major challenge for many charities is securing internal buy-in for legacy fundraising. Fundraising directors and trustees often hesitate to prioritise legacies, perceiving them as a long-term investment rather than an immediate income stream.
Educating decision-makers about the importance and resilience of legacy income, particularly in times of crisis, is crucial. Legacy fundraisers should demonstrate how legacy gifts contribute significantly to financial stability and long-term growth.
3. The Role of Data and Digital Measurement
"Online tools allow charities to track their supporters’ journeys in a way that wasn’t possible before." – Dylan Burke
Digital fundraising provides access to data that can refine legacy fundraising strategies. Understanding click-through rates, engagement levels, and online journeys enables charities to target their messaging more effectively.
Charities should focus on tracking and testing different approaches to see what resonates best with their audience, adapting their digital engagement to improve response rates.
4. The Overlooked Importance of Legacy Administration
"Getting legacy administration right is just as important as marketing—it ensures charities receive what they’re entitled to." – Victoria Jones
Many charities focus on legacy marketing but neglect administration. However, processing legacies efficiently ensures funds arrive promptly and in full.
Strong administrative systems, proper documentation, and internal training on legal processes help charities avoid delays and maximise income. Project management tools like Trello can improve efficiency, particularly for small teams.
5. Legal Complexities in Legacy Fundraising
"Legacy administrators must be empowered to make decisions, particularly when handling large sums and property sales." – Victoria Jones
Handling legacy gifts often involves complex legal and financial decisions. Whether approving property sales or handling contested wills, charities must ensure their teams have the necessary expertise and authority.
Trustees should provide clear delegated authority and ensure legacy teams have legal support when required. Proper training in dealing with difficult conversations with executors and beneficiaries is also essential.
6. Learning from Other Charities
"Charities should work together on legacy administration—it benefits everyone in the sector." – Victoria Jones
Legacy fundraising is often collaborative, with multiple charities named as beneficiaries in a single will. Delays in processing can impact multiple organisations, so improving efficiency benefits the whole sector.
Charities should establish relationships with organisations they frequently co-benefit with, sharing insights and best practices to improve collective legacy management.
7. Rethinking Legacy Events: The Shift to Online and Hybrid Models
"Online events allowed us to reach supporters we never could have reached with in-person events." – Jen Corbett
The pandemic forced charities to rethink legacy events, shifting from in-person gatherings to online formats. While early online events struggled with attendance, adapting content and engagement strategies improved effectiveness.
Hybrid events, which combine in-person elements with digital accessibility, are likely to be the future. Finding the right mix of content, including interactive and emotionally compelling elements like sign language performances, can significantly enhance engagement.
8. Creating an Organisation-Wide Legacy Culture
"Legacy giving isn’t just the fundraiser’s job—it’s about building a culture where everyone understands its importance." – Jen Corbett
Charities that successfully grow their legacy income ensure that legacy fundraising is understood across all departments. Staff and volunteers should be educated about the significance of legacies and how they contribute to the organisation’s mission.
Encouraging staff involvement in legacy events and stewardship communications helps integrate legacy giving into the charity’s broader engagement strategy. This creates a more unified approach to supporter relationships and long-term giving.