Legacy insights from Legacy Roundtable 10

Exploring the value of a Legacy Proposition, navigating the balance between Legacy and In-Memory marketing, and effectively measuring impact.

This article is a companion piece to Episode 10 of the Legacy Roundtable webinar series. Below, we summarise the key takeaways from the discussion, offering actionable insights for legacy fundraisers.

The full episode can be listened to below.

Guests:

• Anaish Parmar – Legacy Engagement Manager, British Heart Foundation

• Charlie Richardson – In Memory and Legacy Fundraising Manager, Peace Hospice Care

• Chris Millward – Founder, LegacyGivingExpert

Eight Key Takeaways

1. The Power of a Strong Legacy Proposition

"Will Power helps us connect with supporters, partners, and internal teams." – Anaish Parmar

A well-defined Legacy Proposition provides a consistent narrative that resonates with both internal and external stakeholders. The British Heart Foundation developed ‘Will Power’ to create a strong, recognisable message that aligns legacy giving with the charity’s wider mission. This consistency supports both marketing efforts and internal engagement.

2. Embedding Legacy Giving Within an Organisation

"Half of our income comes from legacy gifts, so we need our whole organisation to understand its importance." – Anaish Parmar

To ensure legacy giving remains a priority, the British Heart Foundation integrates it into staff inductions and internal communications. Engaging teams across departments helps normalise legacy conversations and encourages staff to introduce legacy opportunities in their roles.

3. Legacy and In-Memory Fundraising as a Combined Approach

"We include legacy giving within in-memory fundraising because it naturally extends the donor journey." – Charlie Richardson

At Peace Hospice Care, legacy giving is positioned within in-memory fundraising to create a seamless donor stewardship journey. Many supporters who donate in memory of a loved one later choose to leave a legacy gift, making early relationship-building key to long-term engagement.

4. Encouraging Legacy Conversations with Sensitivity

"When patients ask about legacies, I always involve a third person to ensure transparency and avoid undue influence." – Charlie Richardson

Discussing legacy giving in a hospice setting requires a careful approach. By ensuring conversations are handled ethically and with support from clinical teams, Peace Hospice Care balances raising awareness with maintaining patient trust.

5. Low-Budget Legacy Campaigns Can Be Highly Effective

"We’re using bookmarks and postcards in charity shops to break common myths about hospices and encourage legacy giving." – Charlie Richardson

Smaller charities can make an impact with creative, cost-effective campaigns. Peace Hospice Care leverages community networks and local stakeholders to distribute legacy messaging through charity shops and local publications.

6. Measuring Legacy Success Requires a Long-Term View

"We divide measurement into short, medium, and long-term indicators to track success." – Chris Millward

Measuring legacy fundraising effectiveness is complex due to the long lead time between pledge and realisation. Short-term indicators (campaign engagement, lead generation), medium-term (supporter pipeline growth), and long-term (legacy income) provide a more comprehensive picture of success.

7. Internal Engagement is Crucial for Legacy Growth

"Sharing real supporter stories internally helps keep teams motivated about legacy fundraising." – Charlie Richardson

Ensuring that all staff and volunteers understand the impact of legacies is essential. Peace Hospice Care shares anonymised supporter stories internally to reinforce the importance of legacy gifts and maintain enthusiasm among colleagues.

8. Legacy Fundraising Requires Agility and Adaptation

"Legacy teams must be adaptable – legacy trends shift, and we need to continuously refine our approach." – Chris Millward

Legacy fundraising is an evolving field that requires ongoing learning and flexibility. Adapting to supporter preferences, technological advancements, and external factors such as the pandemic ensures continued effectiveness in legacy campaigns.