Legacy giving: how charities can get started

Practical lessons from charity leaders on making gifts in Wills part of everyday fundraising

All too often, legacy fundraising can be put on the backburner – something to pick up and plan for once the team is bigger, the fundraising strategy is more established, or the organisation feels more ready. But at a recent meeting of our Scottish members, Dr Mike Robinson, CEO of the Scottish Geographical Society and Dr Claire Armstrong, CEO of the Royal British Legion of Scotland, shared a message of encouragement; that legacy fundraising isn’t only for large charities with dedicated teams. It should be seen as a long-term opportunity for charities of all sizes to build future resilience and deepen supporter relationships. The overarching message was that legacy fundraising doesn’t have to be hugely complicated to be successful.

Start with internal buy-in

One of the most important first steps is making sure trustees, senior leaders and staff understand why legacy giving matters. Board support helps create confidence, especially because legacy fundraising can take time to generate visible income. Staff buy-in is just as important - everyone who talks to supporters, members, volunteers or service users can help normalise the conversation.

Don’t be afraid to ask

Charities sometimes worry that talking about gifts in wills will feel uncomfortable or intrusive. But supporters may simply never have considered it unless they are asked – and if you’re not speaking to them about the option, the chances are that other organisations will be. A gentle, clear explanation of why legacies matter can open up a valuable and engaging conversation. Pushback is rare, but if it happens, this too can create an opportunity to explain the role legacy gifts can play in protecting the charity’s future.

Use the channels you already have

Getting started does not have to mean launching a large campaign. Charities can begin gently by weaving legacy messaging into newsletters, social media posts, supporter emails, webpages, events and supporter conversations. Small, regular reminders can make legacy giving feel like a normal part of the charity’s story.

Tell stories that show lasting impact

Supporters are more likely to understand legacy giving when they can see the difference such gifts make. Stories don’t need to be limited to legacy pledgers - long-standing supporters, volunteers, beneficiaries and members can all help demonstrate the community, history and future that legacy gifts can sustain.

Thank supporters personally

Good stewardship begins with a meaningful thank you. A personal acknowledgement, a clear explanation of how support will help, and opportunities to stay connected can make supporters feel valued. For smaller charities, even simple touches such as a personally signed letter can make a powerful difference.

Measure effort as well as income

Legacy income can be unpredictable and it takes time, so success shouldn’t be judged by short term financial returns. Useful measures might include the number of conversations started, webpages visited, leaflets requested, QR code scans, events held, staff trained or supporters thanked, as well as any pledges disclosed and income received.

Key takeaways for charities getting started

·       Get your trustees and staff on board. Legacy giving works best when the whole organisation understands why it matters.

·       Start with what you already have. Use existing newsletters, social channels, events, websites and supporter touchpoints.

·       Ask clearly and confidently. Supporters may not consider leaving a gift unless the charity opens the conversation.

·       Keep the message gentle but consistent. Regular reminders help make legacy giving part of everyday fundraising.

·       Show the difference a gift can make. Use stories, examples and relatable impact messages.

·       Thank people. Recognition and stewardship help supporters feel part of the charity’s future.

·       Track more than the money. Use a range of KPIs to track success, with a focus on keeping the legacy message alive and nurturing supporter relationships.

·       Be patient. Legacy fundraising is a long-term investment, but even small steps can build momentum over time.

Ultimately, legacy fundraising is about relationships. It gives supporters the chance to extend their connection with the cause they care so much about and helps charities plan with greater confidence for the future. Whether charities are large or small, legacies can be a great way to build sustainability and resilience over the long-term and having buy-in from the top really can help ensure it stays on the agenda.