Legacy
Fundraising

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 proactively embrace legacy fundraising 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

As legacy fundraising consultants, 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.

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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."

Professor Christopher Smith
Former Director, the British School at Rome

"We appointed Gifted to help us with some strategic planning and to understand how we might better serve and communicate with our supporters. The work Gifted has completed for us has given us real clarity and confidence for the way forward - we now have a direct plan for both the short and medium-long term, with realistic and achievable goals. We are sure that the deliverable recommendations in the report Gifted produced will have a huge benefit to us as we grow the charity over the coming years."

Amy Heritage
Director of Marketing and Communications, akt, national LGBTQ+ youth homelessness charity

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

Client assignments

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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

Services list

FAQs

How do charities start a legacy fundraising programme?

Starting any new fundraising programme requires research and consultation. We conduct detailed interviews and surveys with existing supporters and volunteers to help build bespoke legacy fundraising programmes.

Why is legacy fundraising important for long-term income?

Legacy fundraising is important for long-term income as it enables charities to strengthen relationships with their most committed supporters. It opens up positive conversations about the lasting impact of a legacy gift and how funds may be used. It also helps charities to plan for the future, with the knowledge of significant pledges to to be realised in future years. Critically, it enables the charity to steward those donors who have made a bequest, giving the donor piece of mind that their gift will be spent in line with their wishes when the time comes.

How long does legacy fundraising take to deliver results?

Typically, a comprehensive, proactive legacy campaign will start to realise monetary results within four to five years. While a legacy pledge may not be seen for years, or even decades, the immediate impact will be seen in the form of higher commitment from donors. This can also lead to additional regular giving and increased financial sustainability in both the short and long-term.

How can charities promote legacy giving effectively?

Charities should embrace positive and open conversations around legacy fundraising and tackle a legacy giving programme the same as a major gifts programme. This means talking to donors about how their gift will be spent and the impact it will have. It’s also important to share the latest regulations on Inheritance Tax, so that donors are aware of some of the practical benefits of leaving a gift in their Will.

What are the benefits of working with legacy fundraising consultants?

By working with legacy fundraising consultants, charities can be confident that they are building a bespoke legacy programme that is sensitive to the needs of their donors. We also offer specialist training for fundraisers, trustees, volunteers and charity leadership in how to ask for legacy bequests.