Legacies aren't just “nice to have.” For most charities, they’re the lifeblood. In some, more than half the money keeping the lights on comes from gifts in Wills.
And yet, legacy marketing is still too often treated like a bolt-on. A side project. That’s madness.
The numbers speak for themselves. The average gift in the sector is £28,900 (1). Total legacy income hit £4.5bn last year, up 9% in a single year (2). It’s forecast to reach £5.1bn by 2030 (1) and more than double by 2050. Add to that a huge wave of people moving into retirement (3) - prime legacy territory - and the opportunity is extraordinary.
But here’s the reality. Under annual budget pressure, many charities are cutting back on long-term brand and relationship building, and pouring money into short-term appeals. The argument isn’t helped by the fact that only 48% of people who leave a gift are even known to the charities (4), that pledges take an average of 6.8 years to mature, or that KPIs are notoriously hard to track.
Let’s be blunt. Legacy marketing is still one of the most efficient forms of fundraising there is. Spend £1, get £35 back. Show me another income stream that does that.
The scary stat is that 11% of people have removed a charity from their Will. Not forgetfulness. A conscious decision to cut them out. If half your income comes from legacies, that’s an existential threat.
The fact is we’re not focusing on all of the 6 Will making triggers. It’s predominantly the later life ones, from retirement through to bereavement which really trigger the more immediate income.
So the answer to fundraising isn’t more appeals. It's investment. Real, sustained investment in legacy marketing and stewardship. That means looking after pledgers, turning them into champions, and building relationships so strong they stand the test of time. After all, people with a direct personal or emotional connection are 3 times more likely to consider leaving a gift in their will (5).
Legacies shouldn’t be the back-up plan. They are the plan. And the only question left is this: are you doing everything possible to make sure your cause is remembered when it matters most?
Ready to talk legacies? Get in touch today: hello@campfireagency.com
Sources:
The Legacy Giving Report 2025 - Smee and Ford and Legacy Futures.
Civil Society / Remember a charity
The Legacy Giving Report 2025 - Smee and Ford and Legacy Futures / Todayswillandprobates.co.uk
Office of National Statistics
Legacy futures
Source: Remember A Charity, Cabinet Office study
