What makes an inspiring legacy fundraising campaign?

An underutilised form of giving 

Whilst legacy giving seems to be on a trajectory, charities are not yet making full use of this type of fundraising. A study in 2021 by Royal London found that only four in ten UK adults have a will. However, research by Remember a Charity shows that the appetite to leave gifts in wills to charity is there with 35% of over-40s in the UK saying they would “be happy to” leave a gift to charity. At present, however, only 6% actually do. 

So, how can charities invest in legacy marketing to help inspire people to leave a lasting legacy through a gift in their will? 

Introducing the Legacy Showcase 

The Legacy Showcase – Campaigns We Love! is a free resource that has been curated to champion legacy fundraising around the world. Its aim is to inspire and encourage legacy fundraisers in the creation of great campaigns, both now and into the future. 

The showcase is an initiative by Legacy Futures in collaboration with Showcase of Fundraising Innovation and Inspiration (SOFII) and the legacy consortium Remember A Charity. 

Currently there are 18 short videos in the Legacy Showcase, which are presented by champions from the field of legacy fundraising. Each legacy champion talks through their favourite legacy campaigns from around the world and shares why their chosen campaign is so powerful and inspirational. They also share their tips and lessons to help legacy fundraisers plan their next campaign. 

Inspiring campaigns in the Legacy Showcase 

With 18 amazing showcases, there really is something for every legacy fundraiser to take inspiration from. Charity legacy campaigns highlighted so far include; Wateraid, RSPCA, North Devon Hospice, World Vision, and more.  

Here’s a taste of what one of the Legacy Champions shared in their showcase video.

Dogs Trust, Love Dogs Forever campaign 

Craig Fordham, Director of Operations Delivery and Legacies at Macmillan Cancer Support, shares why the 2015 TV ad legacy campaign, ‘Love Dogs Forever’ by Dogs Trust, is his favourite. 

From a marketing funnel point of view, Fordham says it ticks all the boxes. It raises awareness of who Dogs Trust is, the importance of the work that they do, it differentiates them from their competitors in that they will “never put a healthy dog down”, and it clearly articulates the importance of leaving a gift in a will. 

In terms of relevance, the ads clearly define the dogs as the star of the show, and they highlight the incredible bond that the dogs have with their owners. This really speaks directly to their audience.  

From an action point of view, there is a clear call to action for supporters to consider leaving a gift in their will. Fordham says that if he had any criticism, it’s that the call to action could have been a bit stronger and made earlier in the ad instead of at the end.  

In Fordham’s opinion, the real strength of this campaign is that the people in the ad are real people who support the charity and have had dogs through Dogs Trust. This not only adds authenticity, but the people shine as the voice of the charity.  

Why this campaign works is because “it’s beautifully simple”, says Fordham. It doesn’t try to make the audience work hard to understand the message. “It says what it does on the tin and more of us could learn from that.” 

Nominate a legacy campaign 

The Legacy Showcase - Campaigns We Love! aims to provide a living online collection that will grow over time to share inspirational legacy campaigns from charities and nonprofits from around the world. 

Is there a legacy campaign that has inspired you? Perhaps it’s one you’ve worked on yourself at a charity. Nominate your favourite legacy campaign for a chance to be featured on the Legacy Showcase wall of fame.