Campaigns That Move the Needle: Lessons from Global Legacy Giving Awareness Weeks
Why legacy awareness campaigns matter
Legacy fundraising faces one of the most persistent challenges in the charitable sector: the intention–action gap. Almost half of adults say they would consider leaving a gift in their will, yet only around one in ten actually do. Closing that gap requires more than individual charity marketing. It demands a coordinated, sector-wide push to normalise the conversation.
That is where campaigns like Include A Charity Week (Australia), Remember A Charity Week (UK), and Will Power (Canada) play such a vital role. Their task is far from simple. They must shift public attitudes about death, Wills, and legacy giving, all subjects people are often reluctant to talk about. Without them, the legacy market risks stagnating, with charities competing for a fixed pool of supporters rather than growing the pie.
A growing sophistication
One of my reflections is how much more sophisticated and multi-faceted these campaigns have become over recent years. Earlier efforts often relied on a single media push or a broad awareness message. Today we see integrated campaigns across television, radio, print, social, digital channels, and partnerships with solicitors and Will-writing services.
This evolution matters because legacy giving requires repeated and consistent exposure before people act. By showing up in multiple formats and through different voices, these campaigns are building cultural recognition and credibility. They are no longer background noise. They are helping to make legacy giving part of everyday conversation.
1. The power of collective action
One of the clearest lessons from IAC, RAC, and Will Power is the value of collaboration. No single organisation can transform social norms alone. These campaigns unite charities behind one message, which amplifies both reach and legitimacy.
Remember A Charity (UK) has positioned legacy giving as a mainstream choice. Its 2025 campaign features national TV and radio adverts, influencer partnerships, and digital activity.
Include A Charity (Australia) uses national media coverage, toolkits for member charities, and partnerships with Will-writing providers to reach broad and diverse audiences.
Will Power (Canada) has trialled innovative approaches, including the recent AI Portraits campaign, to capture attention and spark curiosity on social media.
These initiatives are doing some heavy lifting for the sector. They are not just raising awareness, but making legacy giving a legitimate and accessible conversation.
2. Innovation and risk: lessons from Canada
The Canadian Will Power AI Portraits campaign shows what happens when creativity meets courage. By offering AI-generated portraits on LinkedIn, the campaign created a shareable and curiosity-driven hook that opened the door to a deeper conversation about gifts in Wills.
The key lesson here is that innovation can help legacy giving feel more approachable. However, it must be used responsibly. Trust and transparency are vital, and creative ideas must always connect back to the heart of the message. Done well, innovation can engage younger or midlife donors who are beginning to think about their financial and personal legacy.
3. Why centralised campaigns deserve more credit
It is easy for individual charities to underestimate the role of these national campaigns. They can feel distant or too generic compared to carefully tailored supporter journeys. Yet these sector-wide pushes are laying the groundwork that makes individual campaigns more effective.
They shift cultural attitudes and open the door for more personal conversations.
They provide toolkits and shared stories that many charities would struggle to resource alone.
They increase visibility with solicitors and financial advisors, who are often gatekeepers in the legacy decision-making process.
We do not need to be uncritical cheerleaders, but we should be clear that without these campaigns, every charity’s job would be harder. They are a strategic asset for the sector and deserve recognition.
4. What charities can learn and apply
So how can individual organisations build on the momentum created by Include A Charity, Remember A Charity, and Will Power?
Integrate campaign messaging into supporter communications to reinforce national narratives.
Plan activation moments around awareness weeks to benefit from increased visibility.
Localise the story by connecting broad sector messages to your own mission and impact.
Experiment with creativity in visuals or storytelling while always keeping ethics and authenticity at the core.
5. Looking ahead: a shared responsibility
The transfer of wealth over the coming decades means legacy income is expected to grow significantly. That growth will not happen automatically. It depends on the sector continuing to work together to inspire more people to take action.
Awareness weeks move the needle at a societal level. Individual charities then have the responsibility to nurture intent through personal relationships, vision-led communications, and practical support for Will-writing.
Final thought
Legacy fundraising is not a solo act. Campaigns like Include A Charity Week, Remember A Charity Week, and Will Power may not deliver immediate results for individual organisations, but they create the conditions in which legacy giving can thrive. For charities serious about sustainable income, valuing and leveraging these sector-wide efforts is not optional. It is essential.
