The Intention–Action Gap in Legacy Giving: How to Turn Consideration into Action
Almost half of adults over 44, now 48% according to the 2025 Legacy Giving Report, say they would consider leaving a gift in their will to charity. Yet only around 12% actually have a charitable will.
This is one of the most persistent challenges in legacy fundraising: the intention–action gap.
The latest data confirms the pattern: intention is growing, but the number of wills with a charitable gift remains stubbornly flat. Among those who do give, residuary gifts, where a percentage of the estate is left to charity after other bequests, are the most resilient and impactful over time, yet they are far from universal.
1. The psychology of “later”
Making or updating a will is, by nature, a future-oriented task. For many supporters, it sits in the “I’ll get around to it” category alongside sorting pensions or insurances.
Behavioural science calls this temporal discounting, the tendency to undervalue actions whose benefits will come in the distant future.
The good news is that will ownership among midlife adults (45–54) has risen slightly since 2023, from 30% to 32%. The bad news is that this is still far below the 42% seen in 2003.
2. The friction factor
Even supporters with strong intent can get stuck if the process feels difficult. Common barriers include:
Practical: finding a solicitor, making executor decisions, and managing paperwork.
Cognitive: uncertainty about how much to leave or whether there will be “enough” for family.
Emotional: avoiding family conversations or confronting personal values.
Unless charities help people overcome these barriers, good intentions rarely become written commitments.
3. The myth of “enough to give”
Many people still assume legacy giving is only for the wealthy.
This self-exclusion bias stops donors from realising that even a modest residuary gift, a percentage of what remains after loved ones are cared for, can make a transformative impact.
Residuary gifts have the advantage of holding their value over time, adjusting with inflation and estate growth, unlike fixed-sum gifts which can lose real-world value.
4. Closing the intention–action gap: practical steps for charities
a) Remove the practical barriers
Partner with or promote will-writing services (online and in-person).
Create plain-English guides explaining legacy options and legal terms.
b) Reframe the decision
Share stories showing how legacy gifts of all sizes create lasting impact.
Position leaving a gift in a will as something that can be done alongside providing for family.
c) Create a moment
Connect legacy conversations to life events such as retirement, house moves, or new grandchildren.
Use public campaigns (for example, Remember A Charity Week) as natural decision points.
d) Blend lifetime and legacy giving
The 2025 report shows early evidence that combining major gifts in life with a pledged legacy can shorten the gap between intent and action. This approach also deepens donor relationships and lifetime value.
5. The long view
Legacy fundraising impact is rarely instant. Research shows it can take 4–7 years to see results from sustained marketing.
By addressing psychological barriers, removing practical obstacles, and keeping the conversation alive over time, charities can ensure today’s warm intentions become tomorrow’s transformational gifts.
Final thought:
The intention–action gap is not inevitable. With strategic legacy marketing and a clear, compelling case for support, charities can bridge it, turning rising intention into lasting, inflation-proof support for decades to come. If you’d like help or support with any of these steps, please get in touch.
