Australians are leaving significant legacies to charities, with gifts in Wills contributing around 20% of all charitable giving.\r\n\r\nLike the international experience, the percentage of those leaving gifts in their Wills indicates legacy giving\u00a0is far from standard practice.\u00a0This does not reflect the number of Australians who would like to leave a lasting legacy.\r\n\r\nResearch from \u201cGiving Australia\u201d 2005 reported 58% of adult Australians have a Will, of which 7.5 per cent include a charitable bequest. This extensive national research is currently being repeated and will provide a snapshot of whether legacy giving has changed over the last decade.\r\n\r\nPositive growth\r\n\r\nQuantitative research conducted by the Include\u00a0A Charity campaign indicates a positive upward shift in legacy giving. This improvement can largely be attributed to an increase in proactive legacy marketing, enhanced donor stewardship and the work of the cross-sector campaign to drive social change in the public\u2019s attitude towards legacies.\r\n\r\nThe campaign has also focused on influencing the legal sector to explore people\u2019s charitable giving as part of their Will-writing activities. However, these key stakeholders have proven to be more entrenched in their ways compared to the shifts we\u2019ve seen in public attitudes.\r\n\r\nCreating a social norm\r\n\r\nThe \u2018unrealised gap\u2019 in Australia is that, when asked, 29% of people say they\u2019d be willing to leave a gift in their Will once family and friends had been provided for.\r\n\r\nWe\u2019d like to see\u00a0the 7.5% in 2005 double to 15% in 2020. A positive factor influencing our goal is that there is a high percentage of the population making a Will, and increasing resources\u00a0for improving\u00a0legacy fundraising practices.\r\n\r\nThe focus of the social change campaign has been to increase the number of those who would consider including a gift in their Will. Our research indicates that the most receptive audience to this message is female Baby Boomers, with assets of more than $500,000.\r\n\r\nThis audience will naturally expand over the coming decades, but it\u00a0is vital that we\u00a0understand their motivations now to influence future behaviour.\r\n\r\nAddressing future barriers\r\n\r\nThe challenge we face into the future is that our legal and financial environment\u00a0still creates limitations. These include different legislation by State and Territory, no legal notification service for charitable beneficiaries and little to no tax incentives to include a gift in your Will.\r\n\r\nStructural limitations in the regulatory environment for bequests will be a major focus of the campaign in future. Now that Include\u00a0A Charity is part of Fundraising Institute Australia (FIA), the campaign has capacity to broaden its scope of influence.\r\n\r\nStrength in numbers\r\n\r\nCloser collaboration of charities will be vital in delivering improvements to the health of the sector.\r\n\r\nEqually important is the strengthening of the global legacy network to enhance our understanding of donor motivations. As well as sharing best practice for legacy marketing amongst charities.\r\n\r\nMaintaining the public\u2019s trust and improving the transparency of charitable activities will be key focuses that we all have a responsibility to deliver.\r\n\r\nWe look forward to a generation of globally-connected fundraisers, collaborating and innovating to improve the positive outcomes for our sector and beneficiaries.\r\n\r\nKaren Armstrong, Campaign Director at Include\u00a0A Charity\r\n\r\nFind out more about Remember A Charity\u2019s international partners.