Introducing the Legacy Showcase
Legacy giving is one of the biggest fundraising success stories of recent years. Income has quadrupled over the last 30 years, peaking at £3.7bn in 2022 - the largest total ever recorded.
And the upward trajectory is set to continue.
According to Helen Hamer, Senior legacy marketing manager at Macmillan Cancer Support, the legacy market is set to reach £5.16bn by 2030.
A sizeable opportunity
Research by Remember a Charity found that 35% of over-40s in the UK would “be happy to” leave a gift to charity. However, only 6% currently do.
This presents charities with a huge opportunity. But, as Hamer says, ‘there's also significant potential for a huge amount of missed income unless we as a sector do more.”
The Legacy Showcase
In a bid to champion legacy fundraising and inspire innovative legacy campaigns, Legacy Futures in collaboration with Showcase of Fundraising Innovation and Inspiration (SOFII) and the legacy consortium, Remember A Charity have launched The Legacy Showcase – Campaigns We Love!
The free online resource showcases some of the best examples of legacy marketing creativity and innovation from around the world.
The campaigns are presented and dissected by champions from the field of legacy fundraising, via a series of short videos. Each champion talks us through their favourite legacy campaigns, and explains what makes them powerful, innovative, and inspirational.
They also share insights and best practice tips to inspire the creation of more impactful and effective campaigns.
Ashley Rowthorn, CEO of Legacy Futures, explains the thinking behind the initiative: “The legacy market is growing fast with more charities than ever recognising the value of this form of income for a sustainable future. So too, the market is becoming increasingly competitive and legacy campaigns will need to work harder and harder to gain cut through. With this Legacy Showcase we want to champion great campaigns created by legacy fundraisers all over the world to in turn inspire more creativity and innovation in the future. I hope this collaborative effort will provide an invaluable resource that many legacy fundraisers will turn to for ideas and lessons to inform their own work.”
What you can expect
The campaigns featured on The Showcase are diverse in content and approach.
For example:
Dr Lucy Lowthian, Gifts in Wills Consultant at Legacy Voice, shares her thoughts about using positivity and upbeat energy, citing a Battersea Dogs & Cats Home TV ad as a great example with its ‘life rather than end of life’ messaging. While Emma Hazlewood, Head of Legacy Development at The National Trust, praises Centrepoint for including beneficiaries in the building of their campaign, resulting in powerful messaging that challenges perceptions and builds strong empathy.
Nominate a legacy campaign
The Legacy Showcase aims to provide a living online collection that will grow over time to share inspirational legacy campaigns from charities and nonprofits around the world.
Has a legacy campaign inspired you? Maybe you’re proud of one you’ve worked on at your charity.
If so, send in a nomination and it might be featured on the Legacy Showcase wall of fame.
On the hunt for a legacy fundraiser? You’ve come to the right place. Give us a call on 0203 750 3111 or email info@bamboofundraising.co.uk to get the conversation started.