Our strategy & impact

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

Our strategy for the next four years is ambitious and 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 2014-18.

By working together with member charities, campaign supporters, government and partners, the campaign is reaching new audiences.

We now have a growing network of 1,100 solicitors and professional Will-writers who commit to always mentioning charity to clients.

We have also reached our highest membership figure to date, with more charities joining us from a diverse range of cause.

Find out more in our latest Impact Report, below.

Gifts in Wills remain one of the biggest opportunities for the sector. Many of the barriers to growth can only be removed by continuing to work together.