Legacy Roundtable 25 – 22nd July 2025
With Rosie Baker (NHS Charities Together) and Vicki O'Hare (Scottish SPCA)
Hosted by Stephen Follows (Catsnake: The Story Agency) and Helen Smith (RNIB), this roundtable focused on the relationship between legacy fundraising and brand – how the two can align to greater effect, and what happens when they don’t.
We were delighted to be joined by:
Rosie Baker, Head of Brand and Marketing at NHS Charities Together – Rosie shared the journey of a relatively new brand in the charity sector, highlighting the challenges and opportunities of building awareness in a crowded space. She spoke about the importance of consistency, emotional connection, and being front of mind when supporters are making long-term decisions like legacy gifts. She also explained how her team integrates legacy planning with brand campaigns to create more impact, and why brand should be seen as a tool that supports income generation, not just visibility.
Vicki O’Hare, Head of Individual Giving and Legacies at Scottish SPCA – Vicki reflected on the contrast between working in large and mid-sized charities, and how the relationship between brand and legacy can vary depending on culture, structure, and budget. She talked about the need to treat legacy as its own proposition with its own tone and emotional depth, while still aligning clearly with the wider brand. She also gave practical examples of navigating creative tensions, and why open conversations and shared objectives are key to working well together.
Highlights included:
The idea that brand and legacy should not compete for attention or budget, but work together to build lasting supporter trust.
How brand’s role in creating long-term affinity complements legacy fundraising’s need for deep emotional engagement.
Examples of charities creating unified campaigns that serve both brand-building and legacy lead generation.
Tips on working with brand teams, especially in larger organisations, to shape legacy messaging that feels authentic and on-brand.
A lively discussion about standout campaigns – including Oxfam, WaterAid, and Hospice UK – that demonstrate how legacy and brand can combine to powerful effect.