Legacy insights from Legacy Roundtable 21

Building and launching a successful legacy programme, from engaging supporters to optimising data-driven fundraising.

This article is a companion piece to Episode 21 of the Legacy Roundtable. In this session, experts shared insights on moving from passive legacy fundraising to a strategic, sustainable approach.

The full episode can be listened to below.

Guests:

• Jenny Girdlestone – Legacy and In Memory Officer, HorseWorld

• Stephen Rowland – Head of Partnerships, Farewill

• Audrey Cornelius – Director of Fundraising, British Liver Trust & Children’s Liver Disease Foundation

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Eight Key Takeaways

1. Legacy Programmes Need Proactive Investment

"If we get this without asking, what could we actually do if we put effort behind it?" – Helen Smith

Many charities receive legacies passively but lack structured programmes to maximise potential gifts. With the rapid rise in charities actively seeking legacies, standing out requires investment in marketing, relationship-building, and internal buy-in.

A structured programme can turn occasional gifts into a steady, predictable income stream. Engaging with potential legators through events, direct mailing, and ongoing stewardship is essential for long-term success.

2. Supporters Need Clear Pathways to Engage

"Would you consider leaving a gift in your will, or is this something you are willing to share with us?" – Jenny Girdlestone

Providing clear, accessible ways for supporters to engage with legacy giving can significantly increase pledges. Jenny’s direct mailing campaign at HorseWorld revealed a strong existing donor base that had simply never been asked.

Simple, well-structured outreach—such as mailings, events, and follow-up conversations—can unearth pledgers who are already inclined to give but have not yet formalised their intentions.

3. Internal Buy-In Is Critical for Long-Term Success

"We had a dedicated half-hour with trustees, and it completely transformed their understanding." – Jenny Girdlestone

Securing trustee and senior management support is essential. HorseWorld’s approach involved making a compelling case to trustees, highlighting both the risks of inaction and the opportunities available.

Framing legacies as a strategic investment rather than an afterthought ensures long-term funding and prevents income stagnation as donor demographics change.

4. Understanding Will-Writing Trends Can Optimise Campaigns

"We see will demand a lot higher from January through April—people are sorting out their life admin." – Stephen Rowland

Data insights from Farewill show that will-writing peaks in early spring, aligning with post-holiday organisation habits. Free Will Month campaigns in March and October remain valuable, but charities can also benefit from standalone campaigns in January and February when people are already thinking about financial planning.

Optimising campaign timing to match natural peaks in will-writing behaviour can improve response rates and overall engagement.

5. Residuary Gifts Have the Most Impact

"Residuary gifts make up over 90% of legacy income—charities should focus on promoting them." – Stephen Rowland

While pecuniary gifts (fixed amounts) are more common among older donors, the real value in legacy fundraising lies in residuary gifts (a percentage of the estate). Encouraging supporters to leave a percentage rather than a fixed sum can dramatically increase overall income.

Using case studies and impact statements—such as "5% of your estate could provide X"—can help supporters visualise their potential contribution without feeling overcommitted.

6. Social Media and Email Are Key Legacy Fundraising Channels

"Email campaigns generate the highest-value gifts, while social media offers scale." – Stephen Rowland

Social media is effective for awareness and lead generation, but email and direct supporter engagement yield the most valuable gifts. Charities should prioritise building strong email stewardship journeys and integrating legacy messaging into broader supporter communications.

While paid social media can reach new audiences, charities should assess ROI carefully and ensure they have the internal capacity to nurture leads effectively.

7. Stewardship Increases Short-Term and Long-Term Giving

"When people leave a legacy, their lifetime giving also increases." – Jenny Girdlestone

Stewarding legacy donors often leads to increased short-term donations. Supporters who commit to leaving a gift in their will are more likely to make additional lifetime contributions, reinforcing the importance of ongoing engagement.

Ensuring legacy pledgers remain connected to the charity—through newsletters, events, and recognition initiatives—can build loyalty and strengthen financial sustainability.

8. Mergers and Organisational Changes Offer Unique Legacy Opportunities

"This merger allows us to support people from childhood through to adulthood, ensuring lifelong impact." – Audrey Cornelius

Merging charities can present legacy fundraising opportunities by broadening messaging and supporter bases. The recent merger of the British Liver Trust and the Children’s Liver Disease Foundation highlighted the importance of clear communication and legacy storytelling.

By engaging founders, historical supporters, and new donor groups, charities can strengthen their long-term legacy strategy while ensuring continuity in supporter relationships.