How to inspire gifts in Wills and secure long-term support for your charity
The growing importance of Legacy Giving
Legacy giving is becoming one of the most powerful and sustainable income streams for charities across the UK. As more supporters choose to leave a lasting impact through gifts in wills, the opportunity for charities to grow their legacy fundraising efforts has never been greater.
According to recent research, legacy giving is projected to increase significantly over the next five years, with the average legacy donation now estimated at around £25,000. With nearly 20% of the UK population aged 65 and over and only 40% currently holding a valid Will, the potential for charity legacy fundraising remains largely untapped.
What Is Legacy Giving?
Legacy giving, also known as leaving a legacy donation, refers to a planned gift made through an individual’s Will or estate plan. It allows supporters to leave a portion of their assets to a chosen charity, ensuring their values and compassion continue to make a difference long after their lifetime.
These gifts in Wills are often arranged through trusted legal partners or online Will-writing services, which simplify the process for donors and make it easier for charities to promote their legacy giving campaigns.
How charities can launch a Legacy Giving campaign
A successful charity legacy fundraising campaign combines smart strategy, emotional storytelling, and a seamless donor experience. Here’s how to begin:
1.
Partner with a trusted Will-writing service
Organisations such as Farewill make the legal process simple and accessible. Many charities choose to offer free Will-writing services to potential supporters, covering a modest cost of around £60–£100 per Will.
While not every participant will make a pledge, the long-term potential makes this investment worthwhile for many charities.
2.
Create a compelling legacy message
Storytelling is at the heart of every effective legacy giving campaign. The story should evoke emotion, demonstrate impact, and show exactly how a gift in a Will can transform lives. Ask yourself:
- What powerful story reflects the long-term difference a legacy gift can make?
- How can you communicate that impact clearly and authentically?
A heartfelt narrative builds trust and inspires donors to take action – and, most importantly, to keep that commitment in their Will over time.
3.
Build a strategic marketing plan
With digital channels full of competing legacy fundraising messages, your charity must stand out. The team at Reach Fundraising can help you:
- Develop inspiring creative campaigns that connect emotionally with supporters
- Build a broadcast strategy to ensure your message reaches the right people at the right time
- Optimise your campaigns for high conversion and long-term legacy value
Why Legacy Giving matters
Investing in legacy fundraising is not only about immediate returns – it’s about building a sustainable future for your organisation. Legacy income provides long-term financial stability and ensures your charity can continue delivering impact for generations to come.
By cultivating relationships now, your charity can secure meaningful gifts that shape its mission well into the future.
FAQs: Legacy Giving
What is a legacy gift to charity?
A legacy gift is a donation left to a charity in a person’s Will. It can be a specific sum of money, a percentage of the estate, or a particular asset such as property, shares, or valuable items.
Why should I consider leaving a legacy donation in the UK?
Leaving a legacy donation is a way to make a lasting difference to causes you care about. It also offers potential tax benefits, as charitable gifts in Wills are often exempt from inheritance tax.
How can my charity promote gifts in Wills effectively?
Focus on storytelling, clarity, and trust. Use real-life examples, partner with reputable Will-writing services, and ensure your legacy giving campaign highlights the emotional and social impact of a donation.
Is legacy giving only for wealthy individuals?
No. Legacy giving is accessible to everyone – even a small percentage of an estate can make a significant difference to a charity’s work.
How can Reach Fundraising help with legacy campaigns?
Reach Fundraising specialises in charity legacy fundraising. Our team helps design, launch, and optimise legacy giving campaigns that inspire long-term donor engagement and maximise return on investment.
Start inspiring future gifts today.
Partner with Reach Fundraising to create a legacy giving campaign that secures sustainable income and builds a lasting impact.