The 5 Biggest Trends in Legacy Fundraising Right Now
Legacy fundraising is evolving rapidly, and charities that stay ahead of the trends will reaps the rewards. With more organisations recognising the power of gifts in wills, there are exciting opportunities to engage new supporters and maximise long-term impact. Whether you’re a charity, an educational institution, or a nonprofit, understanding these key shifts can help shape a successful legacy giving strategy.
The Growth of Legacy Giving
Legacy giving is on the rise, now generating over £4 billion annually in the UK alone. As Baby Boomers pass on their wealth, we’re seeing the largest intergenerational wealth transfer in history. This means charities need to step up their efforts in communicating the importance of gifts in wills and nurturing potential legators.
📌 Tip: Make legacy giving a core part of your fundraising strategy by integrating it across your marketing, supporter journeys, and fundraising events.
Digital and AI-Powered Legacy Fundraising
From AI-driven supporter insights to digital will-writing services, technology is revolutionising how charities engage with legacy donors. Personalised messaging, chatbots, and online legacy pledging are making it easier for supporters to leave gifts in their wills.
📌 Tip: Invest in digital tools to enhance supporter engagement through personalisation. Ensure your website provides clear, accessible information about leaving a legacy, and consider partnerships with online will providers.
Values-Driven Giving and Storytelling
Supporters are more values-driven than ever. They want to know how their legacy will make a difference, and charities that can tell powerful, emotional stories will inspire more supporters to give.
📌 Tip: Use case studies and real-life impact stories in your legacy marketing. Showcase how gifts in wills have changed lives and how new donors can be part of that legacy.
Engaging Wealth and Legal Advisors
Wealth managers, solicitors, and financial advisers play a critical role in influencing legacy giving decisions. More charities are now working closely with advisers to normalise charitable giving in will-writing conversations.
📌 Tip: Build relationships with local solicitors and financial advisers. Provide them with resources and training so they can confidently discuss legacy giving with their clients.
Supporter-Centric Stewardship and Legacy Circles
Supporters want to feel valued, even though their gift will be realised in the future. The rise of legacy circles is strengthening supporter relationships and reducing the risk of will changes. Remember pledging is NOT the end of the relationship and just a milestone in a 30+ year relationship with your organisation.
📌 Tip: Create a legacy circle or personalised stewardship programme for your pledgers. Keep them engaged with impact updates, exclusive events, and personal recognition.
How we can work together
Navigating the shifting landscape of legacy fundraising can be overwhelming, but you don’t have to do it alone. I specialise in helping charities, education institutions, and nonprofits refine their legacy fundraising strategies to maximise engagement and long-term impact.
📩 Let’s chat! Whether you need a fresh strategy, supporter stewardship ideas, or help integrating digital legacy fundraising tools, I’m here to support you. Reach out today and let’s build a stronger legacy giving programme together!
