Legacy insights from Legacy Roundtable 16

This episode explores the challenges and opportunities in developing a legacy strategy, featuring insights from Beth Follini (Quakers in Britain) and Jordan Miller-Hughes (NHS Charities Together).

This article is a companion piece to the Legacy Roundtable episode. Below, you can listen to the full discussion and explore key takeaways from our expert guests:

• Beth Follini, Fundraising Manager, Quakers in Britain

• Jordan Miller-Hughes, Legacy and In Memory Manager, NHS Charities Together

Eight Key Takeaways

1. Legacy Strategies Must be Proactive, Not Reactive

“There’s often an assumption that legacy income will always come in, but without strategy, it won’t.” – Beth Follini

Many charities receive legacy gifts without actively seeking them, but relying on past patterns can be risky. Understanding donor motivations and developing a strategic approach ensures long-term sustainability.

2. Understanding Donor Motivations Helps Strengthen Legacy Giving

“We conducted donor motivation research to understand why people give—and the generational shift in attitudes towards faith-based giving.” – Beth Follini

For Quakers in Britain, older donors tend to see giving as a duty, while younger supporters value community and impact. Tailoring messages to these different motivations helps sustain legacy income.

3. Engaging Family Executors Can Lead to New Gifts

“We found that some executors of legacy gifts later became donors themselves.” – Beth Follini

By thanking family executors and inviting them to share stories about their loved ones, charities can create an emotional connection that may lead to future support.

4. Recruiting for Legacy Fundraising Requires Lateral Thinking

“We struggled to recruit a legacy fundraiser, so we looked internally and offered a flexible, part-time role instead.” – Beth Follini

Given sector-wide recruitment challenges, organisations should consider internal talent, transferable skills, and flexible roles to attract the right candidates.

5. NHS Charities Together Had to Adapt to Rapid Growth

“Our income grew from £400,000 to £150 million in a year—our legacy strategy had to be built from scratch.” – Jordan Miller-Hughes

The pandemic led to a surge in donations and awareness for NHS Charities Together, requiring them to quickly develop a structured legacy programme to ensure long-term support.

6. Legacy Awareness Must Be Prioritised in NHS Charities

“Many people assume the NHS is fully government-funded—raising awareness that NHS charities exist is a key challenge.” – Jordan Miller-Hughes

Educating the public that they can leave gifts to NHS charities (rather than the NHS itself) is crucial. Their strategy focuses on making this a standard consideration in will-making.

7. Local Connection Matters in Legacy Giving

“People want to leave gifts where they have a personal connection—often where they or their loved ones received care.” – Jordan Miller-Hughes

A national campaign can drive awareness, but local NHS charities must engage their communities to convert awareness into pledges.

8. Legacy Fundraising is a Long-Term Investment

“We’re laying the groundwork for legacy growth—we won’t see the full impact for years, but we must start now.” – Jordan Miller-Hughes

Unlike other fundraising, legacy income takes years to materialise. Organisations should focus on consistent messaging and stewardship to build long-term impact.