Legacy and in memory fundraising
Whether you call them legacies, gifts in wills or bequests – asking a donor to remember your charity, with a gift that lives on beyond their lifetime, is a delicate yet important conversation. In this section we share inspiring examples of how charities have spoken to their donors about legacy and in-memoriam giving. If you have an innovative or successful campaign to share, please let us know.
Canal & River Trust: Flagship legacy campaign
by Jo Young
This exhibit showcases Canal & River Trust’s first ever large-scale gifts in Wills campaign, and it is a wonderful example of how to engage with potential legacy givers. But the campaign wasn’t just beautiful and emotive, it got great results too – doubling the number of legacy pledgers known to the charity.
Read moreLifetime giving to lasting impact – connecting major donors and legacy fundraising
by Dr Claire Routley
Claire Routley looks at the intersection of major donor and legacy fundraising. Claire explores the fact that, for many high-value supporters, giving during their lifetime and leaving a gift in their will are not separate fundraising decisions.
Read moreFreedom from Torture: Legacy direct mail appeal
by Heather Weyman
Legacies are a source of essential income for charities. So, it’s wonderful to see a charity putting a huge amount of thought and effort into their legacy appeals. Freedom from Torture have been including the legacy conversation in more of their donor communications and this sincere, uncomplicated appeal secured great results.
Read moreWhy should you structure legacy fundraising content around pledger stories?
by Emma Bracegirdle
When it comes to legacy fundraising, the research is clear. Effective legacy content should be structured around the stories of your living pledgers.
Read moreNew report explores in memory giving in multicultural Britain
by Anna Turner
Giving a gift in memory of a loved one is always a significant and personal act. The latest insights from Legacy Futures reveal that the motivations and methods of in memory giving are also often deeply rooted in culture and faith.
Read moreLegacies through the lens of faith
by Naomi Collison
In an increasingly multicultural world, how we engage and inspire donors from different backgrounds and faiths is important. This article explores the unique traditions and beliefs that underlie faiths and looks at how religion frames philanthropy.
Read moreThe Wizard of Oz – key advice for legacy fundraisers
by Chris Millward
Join Chris Millward as he steps inside a classic film for take a walk along the ‘yellow brick road’. While doing so, he’ll take you on a journey towards legacy fundraising success.
Read moreOxfam: ‘Stay in the Fight’ legacy campaign
by Sinem Bilen-Onabanjo
This super film from Oxfam marked their return to legacy marketing after a period focussing on other fundraising streams. Sinem Bilen-Onabanjo shares how the team carefully crafted one minute of moving and effective creative.
Read moreMind: ‘Everlasting Forest’ digital memorial offers comfort and connection
by Faye Anderson
UK-based charity Mind have created a highly successful donor acquisition product and offered new in memory donors a special supporter experience with this online digital memorial microsite. Click to find out how they used insight to inform the creative and discover the fantastic results.
Read moreBarnardo’s: ‘Be More Gladys’ legacy television ad
by Gina Hollands
UK children’s charity Barnardo’s hoped to attract new legators with their first-ever television legacy ad campaign, Be More Gladys. This ad took a fresh, bold approach that is helping them stand out in a crowded market and reach new audiences.
Read moreNew study finds legacy giving has gained ground beyond boomer generation
by Remember A Charity
Legacy giving is one of the largest sources of voluntary income for UK charities, but what are the latest trends in legacy giving? These new findings from a long-running benchmarking study provide vital insights for fundraisers – simply click to learn more.
Read moreLegacy brochures from 90 years ago – what’s the same and what’s different to today?
by Marina Jones
This is a rare ‘legacy edition’ from our ever-growing fundraising history project. Marina Jones has uncovered some gems in The Salvation Army archive, two legacy brochures from the 1930s. In this article she looks at what’s stayed the same (Marina found ten things!), as well as what’s changed, when it comes to talking to donors about making a gift in their will.
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