Legacy Giving
Programmes
How do you welcome the ultimate gift?
As the ultimate gift someone chooses to make, a legacy can transform both your finances and your donor relationships. But many organisations are nervous about launching Legacy Giving Programmes because they'd rather not broach the sensitive subject of death. Instead, they opt for a ‘softer approach’, dotting a few discreet leaflets around a facility or making them available online.
In contrast, when you embrace a proactive Legacy Giving Programme and welcome positive conversations about what people can do long after they're gone, you'll see a transformational impact on your long-term objectives.
Key Benefits
- Increased income from a new source which can transform your charity's financial sustainability
- A proactive programme which enables you to discuss the use of a planned gift before someone dies and give them peace of mind that their money will be well spent
- Stronger relationships with your most committed givers
- The ability to plan for the future once legacy pledges have been received
Consulting with your closest supporters to design your legacy programme
We undertake a review of your organisation's current donation levels and fundraising programmes so that we can understand giving patterns amongst your supporters. Detailed face-to-face research is conducted with a select range of individuals who are closely connected to your organisation. This is usually complimented by a wide-reaching survey sent to all members, volunteers or supporters.
Our research enables us to understand what appeals to your supporters in terms of recognition opportunities and whether they understand the current regulations on Inheritance Tax or other matters. It also makes it easier to identify who might champion your fundraising, so that we can design a bespoke Legacy Giving Programme that sympathetically embodies your charity’s vision and values.
"The success of our legacy campaign at the British School at Rome was underpinned by Gifted’s sound professional guidance. From helping us to communicate our vision, through to planning and implementing an exciting programme that created significant engagement with major donors, Gifted’s advice was invaluable. Talking about the impact a gift will have, long after we are gone, can sometimes feel like a delicate task. But, I can honestly say that leading this campaign was such a positive experience, one that celebrated not only the organisation’s work but the unique community that makes the BSR so special."
Key elements of a Legacy Giving Programme
Planning and undertaking a Legacy Giving Programme, whatever the size or shape of your organisation, usually involves the following:
Further information
- akt
- British School at Rome
- Gloucester Cathedral
- Great St Bartholomew's London
- Malvern St James Girls' School
- Peterborough Cathedral
- Solihull School
- St Peter's Morley
- Team Domenica
- The Bach Choir
- The Kennel Club Charitable Trust
- Vintage Trains Charitable Trust
Feasibility Studies
Campaign Management
Strategy Reviews and Development Audits
Periodic Consulting
Legacies
Communications
Legacies resources
St Bartholomew the Great
Supporting your campaign with on point promotional materials.
The British School at Rome
How to design and deliver a transformational Legacy Programme.
How To Appoint A Fundraising Consultancy
The National Lottery Heritage Fund
Finding A Way Through Your Next Fundraising Challenge
Update - Spring/Summer 2025
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Update - Autumn/Winter 2023
Read about the latest Gifted updates from Autumn/Winter 2023.
Update - Spring/Summer 2023
Read about the latest Gifted updates from Spring/Summer 2023.
Update - Autumn/Winter 2022
Read about the latest Gifted updates from Autumn/Winter 2022.
Update - Spring/Summer 2022
Read about the latest Gifted updates from Summer/Spring 2022.
Update - Autumn/Winter 2021
Update - Spring/Summer 2021
Update - Autumn/Winter 2020
Update - Spring/Summer 2020
Update - Autumn/Winter 2019
Update - Spring/Summer 2019
Update - Autumn/Winter 2018
Update - Spring/Summer 2018
Update - Autumn/Winter 2017
Update - Spring/Summer 2017
Update - Autumn/Winter 2016
Gifted Talks Fundraising Podcast 3: Legacies - the extraordinary lifetime gift
In this episode, we discuss how to create a Legacy Giving programme:
- Today, 78% of UK wealth is held by 'baby boomers', with £5b forecast to be given away by 2050.
- Short-termism in fundraising planning, by putting off a proactive legacy campaign, will cost your charity many future major gifts.
- "These are the most unforgettable people you may never have met"
Please send your questions or suggestions for future discussion topics to: [email protected]
Gifted Talks Fundraising Podcast 2: Planning your next Christmas/Winter Campaign
Gifted Directors Amy Stevens, Chris Goldie and Andrew Day share their extensive fundraising experience, reflecting on current challenges and emerging opportunities across the Third Sector. These candid "kitchen table" conversations offer practical insights and helpful tips on a range of fundraising topics.
In this episode, we discuss how to turn the season of 'good cheer' into fundraising success:
- Being clear about the objectives for your Christmas Campaign.
- When is the best time to engage your prospects?
- Are Christmas Cards worth the effort?
- Keeping the engagement personal, and meaningful.
Please send your questions or suggestions for future discussion topics to: [email protected]
Gifted Talks Fundraising Podcast 1: School Bursaries - fundraising that changes lives
Gifted Directors Amy Stevens, Chris Goldie and Andrew Day share their extensive fundraising experience, reflecting on current challenges and emerging opportunities across the Third Sector. These candid "kitchen table" conversations offer practical insights and helpful tips on a range of fundraising topics.
In this episode, we discuss how the bursaries at independent schools:
- Have a powerful fundraising case.
- Are grounded in a long history of educational philanthropy.
- Not only transform the prospects for specific children, but strengthen the overall school culture.
Please send your questions or suggestions for future discussion topics to: [email protected]
Legacy Giving Programmes
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Transatlantic Fundraising | Part 2
Gifted Asking 2 | Five steps to successful asking
Transatlantic Fundraising | Part 1
Gifted Asking 1 | Getting ready to ask
2025 Trusts and Foundations Insights Survey Webinar
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Winter Webinar Three: Getting Back To Asking
Winter Webinar Two: Grant Funding - The State Of Play
Webinar Three: Designing A Transformational Legacy Program
