Legacy insights from Legacy Roundtable 5
This episode explores how the pandemic has affected legacy fundraising, with insights from Jewish Care, Fastmap, and Legacy Foresight on adaptation, donor behaviour, and future trends.
This article is a companion piece to the fifth episode of the Legacy Roundtable webinar series. Below, we summarise key takeaways from the discussion, providing actionable insights for legacy fundraisers.
The full episode is available to listen to below.
Guests:
Alison Rubenstein, Legacy Advisor, Jewish Care
David Cole, Managing Director, Fastmap
Meg Abdy, Development Director, Legacy Foresight
Eight Key Takeaways
1. Adapting Legacy Strategy in a Crisis
"Our priority was to save lives, so all visits to our homes were suspended, and we adapted rapidly to keep residents connected." – Alison Rubenstein
Jewish Care paused all legacy marketing at the onset of COVID-19, focusing instead on crisis response. They implemented digital solutions, such as iPads for care home residents, and expanded services like Meals on Wheels. Their approach highlighted the importance of sensitivity and timing in legacy messaging.
2. Timing and Tone in Legacy Marketing
"We found that 42% of people thought it was strongly appropriate to ask for gifts in wills during this time." – David Cole
Fastmap’s research revealed that, despite concerns, many donors saw legacy giving as appropriate during the pandemic. Messaging should acknowledge the times while reinforcing the long-term impact of legacies.
3. Understanding Donor Mindset During COVID-19
"People were thinking more about legacies and dying than they usually would." – David Cole
Searches for wills and legacies spiked during the pandemic, showing increased public engagement with estate planning. Fundraisers should consider this shift and adjust outreach accordingly.
4. The Long-Term Impact of COVID-19 on Legacy Giving
"One in five adults are currently considering writing or rewriting their will." – Meg Abdy
Legacy Foresight’s research suggests that will-writing has surged, driven by heightened awareness of mortality. However, this effect may fade, making the next six to twelve months a key period for engagement.
5. Baby Boomers and the Future of Legacy Giving
"Compared to previous generations, boomers are wealthier, healthier, and better educated, making them more open to legacy giving." – Meg Abdy
While baby boomers present a strong legacy opportunity, they also prioritise family security. Charities should balance stewardship with reinforcing their impact to remain a key part of estate planning.
6. Engaging Older Donors Beyond Face-to-Face Events
"Older volunteers have been unable to help in recent months, but stewardship is key to maintaining and potentially increasing pledges." – Meg Abdy
Many older supporters have been isolated, affecting engagement. Digital stewardship, phone check-ins, and virtual events can help maintain relationships.
7. Digital Will-Writing is an Emerging Trend
"Currently, 8% of wills are written online, but 1 in 5 millennials and Gen X say they would use an online service in the future." – Meg Abdy
As digital will-writing grows, charities should explore partnerships with will providers and adapt their marketing to reach younger demographics.
8. Internal Engagement Strengthens Legacy Programmes
"Our internal awareness programme ensures staff understand how legacies support our work and encourage pledges." – Alison Rubenstein
Jewish Care has invested in internal legacy awareness, ensuring that staff at all levels can advocate for legacies. Educating internal teams can improve donor engagement and legacy income.
Final Thoughts
This episode reinforced that while COVID-19 has disrupted legacy fundraising, it has also created new opportunities. Understanding donor behaviour, embracing digital solutions, and strengthening stewardship will be critical in the evolving legacy landscape.