Legacy giving has increasingly become a cornerstone of financial sustainability for charities, with many now recognising its potential to fund long-term goals. But as more charities turn to legacy giving as a critical source of income, they face a growing challenge: standing out in an ever-more crowded market.
Charities are investing heavily in strategies designed to reach new legacy audiences, with 88% of investment being directed toward new donor acquisition and free will writing services. While this represents a promising opportunity for growth, it also leads to a saturation of the market, where the sheer volume of messages makes it difficult for any single charity to stand out. More and more charities are struggling to cut through the noise and effectively communicate their message to potential legacy donors.
Cutting Through the Noise
While traditional methods like will-writing guides and informational brochures can still play a role, they are no longer enough to capture the attention of the modern donor. The focus needs to shift to more engaging, emotional and personalised campaigns that speak to the deeper motivations behind legacy giving.