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Together with our member charities, we aim to do what no single charity can do alone – making legacy giving a social norm.

Strategic Plan 2014-18

Our strategy for the next four years is ambitious and is primarily focused on generating significant legacy market growth, and driving charitable Will-writing behaviour.

Our aim is that the percentage of Wills with a charitable gift will reach 16% by 2018. We will do this by focusing on the following four strategic pillars:

1. Raise awareness and relevance among the Will-writing public

2. Make charitable prompting the standard practice among professional advisors

3. Influence a climate for successful charitable Will-giving by working in partnership with individuals, government and private sector organisations

4. Help the charity sector to become more effective at promoting gifts in Wills

Find out about how we will measure against these four objectives by downloading our Strategic Plan.


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