The Most Common Mistakes Charities Make in Legacy Fundraising (And How to Fix Them)
Legacy giving is one of the most powerful ways charities can secure long-term funding. With over £4 billion donated through gifts in wills each year in the UK, it's a vital revenue stream for charities of all sizes. Yet, many organisations miss key opportunities when it comes to legacy fundraising.
If your charity isn’t seeing the legacy gifts it hoped for, you might be making some common mistakes. The good news? They’re all fixable.
1. Not Talking About Legacy Giving Enough
The Mistake: Many charities are hesitant to promote legacy giving, fearing it’s too sensitive a topic or worried about turning off supporters. The reality? If you’re not talking about gifts in wills, your supporters won’t think of you when writing theirs.
✅ The Fix: Normalise the conversation! Regularly feature legacy giving in newsletters, emails, social media, and your website. Use donor stories to show how gifts in wills make a tangible impact.
2. Making It Hard for Supporters to Leave a Legacy Gift
The Mistake: Complicated processes or unclear legal jargon and terms can prevent supporters from taking action and getting stuck in the 'messy middle' of decision making. If your website lacks clear legacy information or your supporters don’t know who to contact, you’re losing potential gifts.
✅ The Fix: Make it simple and accessible. Create a dedicated legacy giving page with clear, step-by-step guidance. Offer free resources and follow up enquiries quickly - as in within a week!
3. Focusing Only on Older Supporters
The Mistake: Many charities assume legacy giving should only be promoted to older donors. While older supporters are more likely to write a will, younger generations are thinking about their legacy earlier than ever.
✅ The Fix: Engage all age groups. Sow the legacy seed early and nurture long-term relationships. Use digital marketing, events, and storytelling to connect with supporters of all life stages and inspire them to include a gift in their will when the time comes.
4. Not Engaging Legal and Financial Advisors
The Mistake: Many high-net-worth individuals seek advice from solicitors and financial planners when writing their wills, yet charities often overlook these key influencers.
✅ The Fix: Build relationships with wealth managers and solicitors. Provide them with resources about the impact of legacy gifts and how they can help clients include charitable donations in their estate planning.
5. Failing to Steward Legacy Pledgers
The Mistake: Once a supporter pledges a legacy gift, many charities fail to maintain engagement, leading to lost connections and changed wills. Remember Baby Boomers are updating their wills much more than previous generations.
✅ The Fix: Nurture your legacy pledgers. Create a Legacy Circle, send personalised thank-you messages, and provide impact updates. You don't need to create a whole new stewardship programme here, simply tailor your charity loyalty comms.
Final Thoughts – How to Get Legacy Giving Right
Legacy fundraising is a long-term game, but avoiding these mistakes can help your charity build a successful, sustainable programme. By making legacy giving visible, accessible, and well-stewarded, you can unlock transformative gifts that secure your organisation’s future.
Need support to grow your legacy fundraising? I help charities refine their strategy, engage supporters, and maximise legacy income. Let’s chat about how we can strengthen your programme together.
