Remember a Charity

Legacy giving campaign Remember A Charity is the biggest single-issue campaign in the voluntary sector. It has more than 140 member charities, working together to encourage more people to consider leaving a gift to charities in their will, after they’ve looked after their family and friends.

The UK legacy market is currently worth more than 20 times the amount Comic Relief raises each year. A 4% change in behaviour would raise a further £1 billion for good causes every year.

The problem is, that despite the collective efforts of charities, agencies and advocates over the years, that the number of people leaving a bequest to charity has not increased one iota in the last 100 years (thanks 'Statto' aka Prof Adrian Sargeant for that one!).

It seems that a combination of factors make it just too much like hard work for people to organise a last will and testament - unless they experience something of the devastation and anxiety that can be caused by someone dying intestate (without a will).

Begs the question, how can we tap into the factors that motivate people to leave a bequest? Whilst there are some similarities with other forms of fundraising - for example legators cite wanting to make a difference as a reason for leaving a bequest - there are significant differences such as the need to avoid talk of specific dates.

If you'd like to find out more about how to approach legacy marketing in your cause, contact fundraising consultants today.