Legacy insights from Legacy Roundtable 22

Planning and hosting effective supporter events that inspire gifts in Wills.

This article is a companion piece to Episode 22 of the Legacy Roundtable webinar series, focusing on how charities can use events to engage supporters and encourage gifts in Wills.

The full episode is available to listen to below.

Our guests were:

• Emily Ding, Gifts in Wills Manager and Kali Milburn, Gifts in Wills Executive, Canal & River Trust

• Sophie Cannon, Head of Individual Giving and Grace Cunningham, Legacy Engagement Officer, North West Air Ambulance Charity

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Eight Key Takeaways

1. Choosing the Right Venue is Critical

“We try to find venues that resonate with supporters—locations tied to our projects or campaigns, ensuring accessibility and an engaging experience.” – Kali Milburn

Selecting a venue that aligns with your cause can enhance engagement. The Canal & River Trust hosts events at aqueducts, lock flights, and heritage sites, while North West Air Ambulance moves events around different regions to make them accessible. The right setting helps create an emotional connection between supporters and the charity’s mission.

2. Transparency in Invitations Ensures the Right Audience

“We’ve increased the Gifts in Wills messaging in our invitations, which has led to a more engaged audience.” – Emily Ding

Being upfront about the purpose of the event prevents supporters from feeling ambushed. Charities should clearly communicate that the event focuses on gifts in Wills, allowing attendees to self-select based on genuine interest.

3. Creating a Unique and Memorable Experience Matters

“We offer something exclusive—boat trips, behind-the-scenes tours, or private access to locations—to make the event special.” – Kali Milburn

Making an event feel special encourages attendance and engagement. Providing experiences that supporters wouldn’t normally have access to—such as a steamboat reception or a hands-on blacksmith demonstration—adds value and deepens their connection to the charity.

4. Passionate Speakers Bring the Charity’s Mission to Life

“Guests respond best to speakers who are genuinely passionate. Our ecologist’s talk on bats was a highlight.” – Emily Ding

Selecting speakers with personal enthusiasm for the charity’s work ensures a compelling event. Volunteers and frontline staff often make the best speakers, as they can provide authentic insights into the charity’s impact.

5. Balancing Education with Emotional Connection

“A past patient shared his story—he wouldn’t be here without our service. It was the most moving part of the event.” – Grace Cunningham

Including testimonials and real-life stories helps translate the impact of legacy giving. North West Air Ambulance features former patients to illustrate the tangible benefits of gifts in Wills, making the case for support more powerful.

6. Thoughtful Follow-up is Essential

“We follow up within days, ensuring supporters feel valued and providing any additional information they requested.” – Sophie Cannon

Post-event engagement solidifies relationships. Follow-up emails, personalised responses, and additional resources—such as will-writing information—help keep the conversation going. Some charities even follow up a year later with updates on how gifts in Wills have supported their work.

7. Measuring Success Beyond Attendance Numbers

“We've seen pledges, increased direct debits, and major gifts result from these events. Success isn't just about numbers.” – Emily Ding

While attendance matters, key success indicators include pledges, inquiries, and increased supporter commitment. Some charities also track increased volunteering or donations as a sign of deeper engagement.

8. Overcoming Challenges with Flexibility

“Weather, no-shows, and last-minute venue changes can all happen. We build in contingency plans and always ensure guests still have a great experience.” – Kali Milburn

Unpredictable elements—such as weather for outdoor events—can affect plans. Charities should prepare alternatives, ensure strong internal buy-in, and focus on making every attendee feel valued, even in unexpected circumstances.