The Role of Nostalgia and Identity in Legacy Giving
Legacy giving is deeply personal. It’s about more than just financial support - it’s about how people want to be remembered and the lasting mark they want to leave on the world. Two of the most powerful psychological drivers in legacy fundraising are nostalgia and identity. When charities tap into these emotional connections, they can inspire supporters to include a gift in their will as a meaningful continuation of their life story.
The Power of Nostalgia in Legacy Giving
Nostalgia is a profound force. It transports people back to moments that shaped them - childhood experiences, defining life events, or key relationships. Research shows that nostalgia can increase generosity, emotional connection, and the desire to give back. Charities that harness this sentiment can create powerful legacy campaigns that deeply resonate with supporters.
Example: Remember A Charity Week – A Nostalgic Approach
The Remember A Charity Week campaign effectively used nostalgia by drawing on iconic imagery and themes from the 1970s to evoke sentimental feelings among supporters. By tapping into autobiographical memories, the campaign encouraged people to reflect on their life's journey and how they could make a lasting impact through legacy giving. This emotional connection helped open up conversations about including charitable gifts in wills, making legacy giving feel like a natural and meaningful choice. You can learn more about the campaign here: Remember A Charity.
Example: The National Trust’s ‘For Everyone Forever’ Campaign
The National Trust leveraged nostalgia by inviting supporters to reflect on the places that shaped their lives—grandparents’ gardens, favourite countryside walks, or historic sites they visited as children. Their For Everyone, Forever campaign positioned legacy gifts as a way to protect these treasured places for future generations, making supporters feel that their story and connection to history would live on. You can learn more about their campaign and their amazing Dear Future events here: National Trust Legacy Giving.
The Role of Identity in Legacy Giving
Identity plays a huge role in how people make charitable decisions. Many supporters want their legacy to reflect their core values, interests, and the causes that shaped their lives. Legacy fundraising is about helping people see their future selves as part of the charity’s mission, ensuring their name and values endure beyond their lifetime.
Example: Cancer Research UK’s ‘I pledge’ campaign
Cancer Research UK focused on supporter identity with their I pledge campaign, which encouraged people to think about how their values could continue to create change. By showcasing real supporters who had left legacy gifts, the campaign reinforced the idea that a bequest wasn’t just about funding research - it was about ensuring a personal fight against cancer lived on. You can learn more about their campaign here: Cancer Research UK’s I pledge campaign.
Example: The RNLI’s ‘A Legacy of Saving Lives’ Campaign
The Royal National Lifeboat Institution (RNLI) The campaign also appeals to identity - positioning legacy giving as a way for supporters to be part of a lifesaving mission that endures beyond their lifetime. It asks supporters to see themselves as lifesavers, not just donors, reinforcing the idea that leaving a gift in their will is an extension of their personal values and commitment to protecting others. You can see the ad here : RNLI’s ‘A Legacy of Saving Lives’ Campaign
How Charities Can Use Nostalgia and Identity in Legacy Fundraising
1️⃣ Encourage Reflection: Ask supporters to recall pivotal life experiences that align with your charity’s mission. Whether it’s a childhood love for nature, a personal connection to a cause, or a fond memory of an organisation’s impact, these reflections can inspire action.
2️⃣ Tell Stories That Resonate: Use real-life examples of legacy donors who have made a difference. Personal testimonials help supporters see themselves in those stories and imagine their own legacy.
3️⃣ Make It Personal: Offer personalised legacy journeys. Invite supporters to share their motivations, host legacy events with past donors’ stories, and create tailored materials that highlight the impact their gift could have.
4️⃣ Showcase the Future Impact: Nostalgia connects people to the past, but legacy giving is about shaping the future. Balance sentimentality with forward-looking messaging - what difference will their gift make for generations to come?
Final Thoughts – How I Can Help
Legacy fundraising isn’t just about asking for donations - it’s about helping supporters see their values, memories, and passions reflected in their future impact. By using nostalgia and identity effectively, charities can craft powerful legacy campaigns that resonate deeply.
Want to build a legacy fundraising campaign that truly connects? I help charities develop insight-driven legacy strategies that inspire action. Let’s chat about how we can create a campaign that taps into the heart of your supporters’ motivations.
