3rd – 5th July 2017
The Barbican

The growing importance of legacy giving

: David Roberts

David Roberts, charities account executive at Fundraising Convention legacy track sponsors Law Society Gazette, talks about the growing importance of legacy giving in a new blog...

Albert Einstein once said “I never think of the future - it comes soon enough” and in my view more charities should take note of this statement and invest in promoting legacies to their supporters as Legacies are vital to ensure that the valuable work of your cause is continued well into the future.

At least once a month I am told by a charity “We have just received a large gift in a supporter’s will that has made a huge difference to us” to which I reply “Do you actively promote the idea of leaving Gift in Wills to your organisation” often to be told they do not.” My immediate response is “if you look at what this one gift has done for you now, think what actively promoting Gifts in Wills and making noise about legacies within your organisation and to supporters could do in years to come!”

Legacy income is now worth £2.5 billion a year with research finding that 2015 saw a 10% increase in the number of charities who benefited from a legacy for the first time and that the average Will contained gifts to 3 charities of differing sizes and causes.

Writing and implementing a legacy strategy needn’t be daunting and there are many ways you can get help to do so. This year the first two days of Convention 3rd and 4th of July there is a dedicated Legacy fundraising track which has a number of useful sessions with topics on research into developing strategies, building a campaign from scratch, running campaigns on a limited budget, implementing legacy awareness weeks and engagement with Community teams.

The IoF also have a special interest group that is dedicated to Legacy Marketing and In-memoriam fundraising with a forum to share ideas and seek advice from like-minded fundraisers.

By not implementing a legacy strategy you risk missing out on a very important and vital source of income to your charity that not only ensures the longevity of the cause but is also a way supporters can do something now in their lifetime. This would be at no cost but afterwards will serve as an everlasting memory to them and because of their gift the charities vital work will continue into the future for generations to come.

David Roberts is Charities Account Executive at the Law Society Gazette

David is also vice-chair of the IoF Legacy Marketing and In-memoriam Fundraising SIG and trustee of Jewish Legacy Giving.

The Law Society Gazette are co-sponsors of the Convention legacy track

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