Legacy insights from Legacy Roundtable 18
Legacy Fundraising for Hospices
This article is a companion piece to Episode 18 of the Legacy Roundtable, focusing on legacy fundraising for hospices.
The full episode can be listened to below.
Our expert panel included:
Chris Lincoln (Smee & Ford) – Discussed how charities can leverage data and insights to grow their legacy income.
Ellie Carter (St Barnabas Hospice) – Shared insights on developing a legacy strategy, engaging staff, and improving legacy marketing.
David Pond (Keech Hospice Care) – Presented learnings from a hospice legacy marketing campaign and key findings from a staff and volunteer survey.
Eight Key Takeaways
1. Data-Driven Legacy Strategy is Essential
"Understanding the numbers behind legacy giving allows charities to target the right people with the right message."
Chris Lincoln explained how using data insights can refine legacy fundraising strategies. Analysing trends, donor profiles, and external benchmarks helps charities predict and enhance future legacy income. A strong data approach ensures efforts are focused where they will have the most impact.
2. Engaging Staff and Volunteers Increases Legacy Awareness
"A confident staff member is a powerful advocate for legacies."
Ellie Carter highlighted the importance of internal engagement. Many hospice staff members are unaware of legacy giving’s impact. Training and resources help them feel comfortable introducing the topic to supporters, leading to more meaningful conversations.
3. Personal Stories Resonate More Than Facts
"People connect with legacies when they hear real stories of lives changed."
David Pond shared how testimonials from families, patients, and supporters create emotional connections. Effective legacy marketing should highlight the human impact, making the concept of leaving a gift more relatable and inspiring.
4. Digital Marketing Expands Reach
"A well-crafted Facebook campaign can reach people where they are."
David discussed the success of a Facebook legacy campaign, noting that digital platforms allow charities to engage potential legators at scale. Investing in online marketing ensures messaging reaches supporters who may not be engaged through traditional channels.
5. Tailor Your Legacy Materials to Your Audience
"There’s no one-size-fits-all approach to legacy guides."
Chris emphasised the need to design legacy materials that reflect the audience’s preferences. Some supporters prefer detailed brochures, while others respond better to brief, emotional appeals. Testing different formats ensures engagement across a broad supporter base.
6. Stewardship Matters More Than Solicitation
"People don’t want to be sold to; they want to feel valued."
Ellie explained that legacy fundraising isn’t about aggressive promotion but nurturing long-term relationships. Hosting legacy events, engaging supporters in impact updates, and offering personalised thank-yous all strengthen donor connections.
7. Simplify the Process for Supporters
"The easier you make it, the more people will consider a legacy gift."
Many potential legators are deterred by perceived complexity. Providing clear, step-by-step guidance—including easy-to-access will-writing services—removes barriers and encourages action.
8. Internal Buy-In is Key to Success
"Legacy fundraising works best when the whole organisation is on board."
David stressed that legacy giving shouldn’t sit in isolation within fundraising teams. Engaging leadership, frontline staff, and volunteers in a shared legacy vision ensures greater visibility and long-term growth.