Legacy insights from Legacy Roundtable 11
This episode explores how legacy fundraising teams can collaborate with major donor and high-value giving teams to create a stronger, more integrated approach to supporter engagement.
This article is a companion piece to Episode 11 of the Legacy Roundtable. Below, we summarise the key takeaways from our discussion on building a partnership ethos between legacy teams and those working with high-value donors or philanthropists.
The full episode can be listened to below.
Guests:
Akhil Anand – Cancer Research UK
Pauline Harvey-Jones – Farleigh Hospice
Tim Rogers – Oxfam America
Eight Key Takeaways
1. Demonstrating the Value of Collaboration
“Research from the University of California has shown that the regularity and value of lifetime gifts increases after donors add a charity to their will.” – Akhil Anand
A solid case for collaboration between legacy and high-value donor teams can be made through data. Studies show that when donors include a charity in their will, their lifetime giving often increases. This means major donor teams don’t need to fear that legacy discussions will harm their fundraising efforts. Instead, they should see it as a way to build deeper engagement with donors.
2. Addressing Fears Around Legacy Giving
“There is a fear that talking about legacies will compromise lifetime giving, but research shows the opposite.” – Helen
One of the biggest barriers to integrating legacy giving is internal resistance from colleagues. Some fundraisers worry that introducing legacy conversations will distract or deter donors from giving during their lifetime. However, data consistently shows that legacy donors often give more in the short term as well. Educating teams about this evidence can help overcome concerns.
3. Making the Case with Hard Data
“Kite Factory research showed that ~80% of high-value legators surveyed were also regular donors to multiple charities.” – Akhil Anand
Using statistics is an effective way to convince colleagues of the value of legacy integration. Legacy teams should provide clear evidence that legacy pledgers are among the most committed supporters, often engaging with charities in multiple ways.
4. The Importance of Stewardship and Long-Term Thinking
“Legacies pledged 30 years ago have ensured that our charity remained on a strong footing throughout the pandemic.” – Akhil Anand
Legacies provide financial stability for charities in times of crisis. Fundraisers should help major donors understand that supporting the charity now does not preclude them from considering a legacy gift later. Stewarding donors with a long-term vision can be a powerful way to secure both immediate and future funding.
5. Overcoming Internal Silos
“Working together requires leadership buy-in, but also internal champions from both teams.” – Akhil Anand
Legacy and high-value giving teams often work in silos, missing opportunities for collaboration. A practical step forward is identifying internal champions who can bridge the gap between departments. These individuals can promote the benefits of a blended approach and encourage cross-team training.
6. The Role of Retail Volunteers in Legacy Conversations
“Retail volunteers have strong community connections and can help introduce legacy messaging.” – Pauline Harvey-Jones
Retail shops provide an excellent opportunity to spread awareness of legacy giving. Volunteers often build deep relationships with customers, making them well-placed to mention legacies in a natural, supportive way. Providing volunteers with simple tools—like leaflets or business cards—can empower them to signpost potential legators without needing detailed knowledge.
7. How Smaller Charities Can Work as One Team
“Smaller charities can be more agile and work cross-team more flexibly.” – Pauline Harvey-Jones
Unlike larger organisations where fundraising departments are often rigidly structured, smaller charities have the advantage of being able to work collaboratively with fewer bureaucratic barriers. However, a challenge remains in ensuring that legacy fundraising is seen as everyone’s responsibility, not just that of the designated legacy officer.
8. Lessons from the US Approach to Legacy Fundraising
“In the US, donors expect big asks—fundraisers shouldn’t be afraid of discussing legacies.” – Tim Rogers
In the US, planned giving encompasses multiple giving mechanisms, including gifts from wills, trusts, and annuities. American donors are more accustomed to blended giving, where lifetime and legacy gifts are seen as complementary rather than competing. UK fundraisers can learn from this approach by incorporating legacy discussions into broader donor conversations rather than treating them as separate appeals.