Whether your organisation protects a historic building or environment; operates a museum; or holds a historic collection, legacy gifts can be a lifeline. They can help you continue to safeguard and share the assets and stories that are valued by people, and that need to be protected for future generations.
The opportunities for legacy giving are also on the rise. Remember A Charity found that 21% of UK charity supporters aged 40 and over have left a legacy, up from 15% in 2018.
This is especially exciting for heritage, where legacy giving is on the rise. Last year alone, 34 arts, culture and heritage charities received £30 million in legacy income, which has grown on average by 10% per annum.
Legacies can offer a vital source of sustainable income, and a single legacy gift could be transformative for your organisation, however, it can take time to build a flow in legacy income, so why not start now?
In this blog, we’ve created some tips to get you started.
Who do you aim to reach?
Think about the different types of people who support your organisation, this may be long-time patrons and members, donors that have been giving regularly to your organisation over a number of years, or even volunteers and staff. These people have likely become closely engaged with your organisation and could be your strongest prospects for leaving a gift in their will.
It is hard to predict when most people write or amend a will. Wills are mostly made at ‘life changing moments’, i.e. the death of a parent, marriage, divorce, serious illness, the birth of a child or grandchild, moving house or downsizing in retirement.
This is why drip-feeding legacy messaging across as many channels as possible is the best way to increase the chances of interested people seeing it. Most people would be open to leaving a gift to a charity but have never actually been asked. [1]
The more you can highlight legacy giving, and the easier you can make it, the more likely it is to happen.
Tell Stories
It can be a powerful message to share stories of other supporters who have made a difference. Perhaps a gift has helped restore a historic theatre or secure a new acquisition. Talk about the future too: paint a picture of what could be achieved with the support of legacy gifts, for example, a new heritage skills programme, vital repairs, or conserving an important artwork.
Frame legacies around the positive change that they bring about – ensuring the culture, memories and sites that your supporters love, continue to be protected and celebrated for others to enjoy, long into the future.
Leaving a gift in a will is an opportunity for people to celebrate what they have loved and valued in life. Legacy supporters will have a deep affection for your organisation and what it delivers, and it can be a privilege to support and deliver people’s wishes.
Connect Personally
People’s memories and experiences of your organisation are deeply personal, and so is legacy giving.
Frame legacy giving as a way to invest in the future they want to see – a future where heritage continues to connect us, shines a light on generations past and informs our future. Remember, legacy giving can be a sensitive topic, so it is crucial that you carefully consider the language you use when engaging potential donors.
Consider creating bespoke experiences for potential donors. Whether it’s a private object handling event, seeing your conservers at work, or a tour by a longstanding volunteer, these intimate experiences can create a deeper connection to your work and make the idea of leaving a legacy feel even more personal.
The National Trust, for example, hosts special events called “Dear Future: I leave this place for you” to encourage legacy gifts. These events offer information on leaving a gift, answer questions, and provide support. They often include talks from local solicitors on the process, and exclusive access to National Trust sites with behind-the-scenes tours and talks from staff about site management.
Simplify the Process with Clear, Creative Communication
Heritage can be about storytelling, so think about bringing some of that flair to your legacy fundraising materials. Whilst it is important to include information about the legal process, opt for clear, engaging communication that feels accessible and makes the process as easy as possible.
Create easy-to-read guides that explain the different ways to leave a legacy gift, emotive story telling about the difference a legacy gift could make and consider using visual elements like videos to make the process easier to understand.
Celebrate Heritage Legacy
Legacy giving can be celebrated as a powerful way to ensure that the heritage sector continues to thrive. Consider launching a campaign that celebrates heritage and the legacies of the people who have supported you, that have helped sustain the work that you do.
The V&A ran a week long legacy week in 2024, which included a week of free events all about how people can leave a legacy, and celebrated the impact that this type of gift has had. Events included informal discussions with legal experts, and curator guided tours of gifted displays and collections and acquisitions enabled by legacies.
Integrate Legacy Giving into Communications
Legacy giving should feel like a natural part of your organisation’s story, not a separate or awkward conversation. You should aim to integrate legacy giving into your regular communications, whether it’s in your special exhibition brochure, newsletters, leaflets, tables talkers in the café or on your website.
Consider adding a legacy giving page to your website that’s as engaging and visually appealing as the rest of your content. Include testimonials from legacy donors, stories of impact, and clear instructions on how to include your organisation in a will.
By sharing legacy messaging across your channels, your campaign will have more visibility and will enable your audiences to understand why you’re seeking their support.
Build a Community
On average, UK adults update their will four times, which is why, like all other methods of stewardship, keeping your legacy pledgers engaged and valued throughout their journey with you is important.
Create a legacy community where supporters who have pledged a legacy gift can connect, share stories, and see the impact of their future contributions. This could be an annual gathering where legacy donors are celebrated and the impact of legacy giving is shared, creating a legacy circle, or a series of special events that offer a deeper connection to your work.
Wrapping It Up
Legacy fundraising is more than just securing future gifts—it’s about celebrating someone’s life and creating a legacy for them and their family.
Supporters will choose to leave a gift in their will to ensure that the work you do continues to inspire, engage, and inform audiences for generations to come. By communicating this with creativity, clarity, and a focus on the future, you can make it a natural and exciting part of your organisation’s fundraising journey.
[1] https://radcliffeconsulting.org/stop-treating-legacy-prospects-as-idiots/