Our strategy & impact


Measurable impact

By working together with member charities, campaign supporters, government and partners, we’ve helped grow the legacy giving market. The following charts show how charitable estates have grown since 2007.



We now have a growing network of 1,300 solicitors and professional Will-writers who commit to always mentioning charity to clients. We’ve 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.


Our strategy

Our strategy for the next three years is ambitious and primarily focused on generating significant legacy market growth and driving charitable Will-writing behaviour. We aim to do this by focusing on three strategic pillars:

  1. Driving the public’s consideration and action about gifts in Wills.
  2. Ensuring professional advisors consistently mention the charitable option when advising clients.
  3. Creating a more favourable environment for charitable Will-writing.

Find out how we measure against these objectives in our Strategic Plan 2019-2021.