How to build a legacy giving culture within your charity

As charities across the UK strive to secure long-term sustainability, legacy giving – gifts left in wills – has become a vital and growing income stream. With over £4.1billion contributed in 2023/24 and Legacy Foresight’s projections estimating growth to £5bn by 2030 (and £10bn by 2050), it’s an opportunity that charities simply cannot afford to overlook.

Yet, despite its potential, many charities underinvest in legacy fundraising, both in terms of time and budget. At THINK, we’ve worked with many organisations where the challenge for fundraisers is not only promoting legacy giving to supporters but also securing internal buy-in, resources and long-term commitment. Legacy giving must move beyond the fundraising team and become a shared responsibility – and an integral part of the charity’s culture.

Here’s how you can build a thriving legacy giving culture within your organisation – one that empowers staff, inspires supporters and ensures lasting impact.

Leadership buy-in: championing legacy giving from the top

For legacy giving to become part of your charity’s DNA, leadership must set the tone. Securing support from trustees, senior leaders and influential colleagues is critical. When leadership champions legacy giving, it sends a clear message to the entire organisation: this matters.

Senior leaders should be educated and engaged on the long-term strategic value of legacies, recognising them not just as a funding stream but as a pathway to financial sustainability. Using readily available insights from within the sector can help illustrate the potential impact legacy gifts could have on your charity’s future. It is also important to highlight the stability that a successful legacy programme can provide, especially when compared to the unpredictability of grants or short-term funding. Fundraisers can begin by placing legacy giving on the agenda at board meetings and encouraging leaders to become visible advocates who actively support and promote legacy initiatives both internally and externally.

Creating organisation-wide engagement

A successful legacy programme thrives when everyone in the organisation understands, values and supports it. From programme teams to finance and front-line staff, all departments benefit from the sustainable funding that legacy gifts can provide. This requires a shift in thinking so that legacy giving is not seen as the sole responsibility of a legacy fundraising manager, but rather as a shared goal that supports the whole organisation’s mission.

One of the most effective ways to foster this engagement is through internal legacy briefings that explain the importance and impact of gifts in wills. Staff should be equipped with simple, relatable ways to talk about legacy giving so they feel confident and comfortable discussing it with supporters. When each team recognises how legacy gifts can support their specific area – whether through securing unrestricted income for finance or ensuring long-term programme delivery – the entire organisation becomes more invested in the success of legacy fundraising.

Empowering staff: training and building confidence

Many staff members may feel uneasy discussing legacy giving, often because they associate it with uncomfortable conversations about death. The key is to shift the focus from mortality to impact, helping staff understand that legacy giving is about leaving a lasting legacy aligned with personal values.

Training plays a crucial role in this process. It should cover the basics of what legacy giving is, why it matters and how staff can introduce it naturally during conversations with supporters. Real-life success stories can be used to illustrate how legacy gifts have transformed the charity’s work, helping to make the concept tangible and inspiring. Staff should also have access to pre-prepared messaging for emails or calls so that they are never at a loss for words when the opportunity to discuss legacy giving arises. With these tools and knowledge in hand, staff across all departments can speak confidently and authentically about legacy giving, reinforcing its importance and potential impact at every touchpoint.

Volunteers as legacy ambassadors

Volunteers often serve as the heart of a charity’s operations, and their deep connection to the cause makes them ideal ambassadors for legacy giving. Their passion and authenticity enable them to have meaningful, personal conversations with supporters about the importance of leaving a legacy gift.

To empower volunteers in this role, legacy giving should be integrated into volunteer training and ongoing communication. Volunteers need to understand the basics of legacy giving and be provided with guidance on how to talk about it, including answers to common questions. Offering a simple script or talking points can help volunteers feel more confident, while encouraging them to share their own reasons for supporting the charity helps to make conversations feel genuine and inspiring. When volunteers are equipped and engaged, they can play a pivotal role in spreading the message and encouraging supporters to consider their own legacy.

Make legacy giving part of everyday conversations

Legacy giving should never feel like an afterthought. To normalise these conversations, they need to be embedded in the daily life of the charity. Staff should feel confident introducing the idea of legacy giving in everyday interactions, whether that’s while thanking a donor for a recent contribution, inviting them to an event or simply catching up over the phone. These small, consistent reminders can have a powerful cumulative effect, gently encouraging supporters to consider leaving a gift in their will.

Externally, legacy giving should feature in regular communications such as newsletters, emails and social media posts. This ensures that supporters frequently see the message and understand that legacy gifts are a natural and valued way of supporting the charity’s mission. By weaving legacy giving into the fabric of the charity’s communications, it becomes a normal and accessible option for all supporters.

Celebrate legacy donors and their impact

Celebrating legacy donors is one of the most effective ways to inspire others to follow their example. Publicly acknowledging those who have made a commitment, with their permission, not only honours their generosity but also demonstrates the real-world impact that legacy gifts can have.

Charities can share stories of how legacy gifts have helped them achieve their mission, whether through newsletters, events or social media. These stories help supporters see the tangible outcomes of legacy giving and envision the impact their own gift could have. Recognition also deepens the relationship with legacy donors, showing that their contribution is valued and appreciated, and fostering a sense of belonging within the wider community of supporters.

A long-term investment in your charity’s future

Building a culture of legacy giving is not a one-time initiative but a long-term commitment. For legacy giving to thrive, it needs to be embedded in the charity’s fundraising strategy and broader vision for growth. This involves tracking progress, celebrating successes and continually seeking new ways to engage staff, volunteers and supporters.

Legacy giving should be seen as a long-term investment in the charity’s future, ensuring that its mission continues for generations to come. When it becomes part of the organisation’s everyday language and practice, the charity is better positioned to secure sustainable funding and lasting impact.

A shared responsibility for a sustainable future

Legacy giving is not just a fundraising opportunity; it is an essential part of securing the long-term future of your charity. To truly maximise its potential, legacy giving must become embedded in the organisation’s culture, with every staff member and volunteer playing a role in promoting it. When legacy giving is part of everyday conversations and is championed across the charity, supporters are more likely to consider leaving a gift in their will, knowing that it will make a real and lasting difference.

If your charity has yet to embrace legacy giving as a central part of its fundraising strategy, now is the time to act. Start by opening a conversation with your leadership team, providing training for staff or sharing the legacy message with supporters. Every action you take brings you closer to a sustainable future and helps to build a lasting legacy for the cause you care about.

At THINK, we have supported many organisations in embedding legacy giving into their culture. Whether through developing tailored strategies, providing experienced interim support or through our new Legacy Forum, we’re here to help your charity succeed. Get in touch to find out how we can support your legacy journey.

Amanda Warhaftig and Emma O’Reilly, THINK Senior Consultants

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