What online wills mean for legacy fundraising

Legacy gifts to charities from wills have long been a vital source of fundraising income for charities. And that is not set to change any time soon. In fact, there is good news for the charity sector in that, not only are more people still keen to support charities in their estate, more are doing so online. And research reveals that those making their will online are more likely to leave a gift to charities than among those drafting a traditional paper copy.  

In this article, we explore more about the status of legacy fundraising in 2025 and how charities can ensure donors are thinking of them when making a will online.  

The growing popularity of online wills 

Research published by charity consultancy Legacy Futures in 2025 found that one in ten people have made a will online, while one in five who haven’t yet made a will claim they intend to make it online when they do.  

The research also revealed that the popularity of online wills is particularly strong among young people, though the research points out that “a significant proportion of people currently making their will online are aged 65+”.  

Fortunately for charities, the growth in popularity comes amid rising interest in leaving gifts to good causes in wills, both online and in paper form. Research by will writer Farewill found that in 2024 legacies had risen by 13% compared to the previous year. This made it the most generous year on record for those writing wills – at a time when individual donations have been on the decline. 

Farewill found that the most generous region was the Southwest, with more than a third there leaving a donation. Health charities are the most popular to donate to, but there is increasing interest in giving to homelessness and mental health causes.  

The opportunity for charities 

Researchers at Legacy Futures also found that online wills are more likely to include a charitable bequest, making them a vital revenue stream for charity legacy teams. It found that while just over one in four of all wills include a charitable bequest, this proportion jumps to over a one in three among online wills.  

Already many charities are seeing the advantage of reaching out to potential legacy donors to encourage them to give through online will making. Legacy Futures found that while “there was initial caution and reservation” among charities in promoting online will making, “they are now embraced by legacy marketers as they provide a tangible, measurable way of evaluating their legacy marketing, in a scalable, low-cost way”. 

Anna Turner, Head of Research and Insight at Legacy Futures, says the growth of online “is potentially very exciting for charities, for whom the trend presents further opportunities to garner legacy supporters”. 

She added: “With younger people being increasingly digital first and more likely to turn to the internet for advice and conduct their financial affairs online, it is likely that a significant proportion of new people entering the will making market will gravitate towards an online option.”