The Legacy Journey Starts With the Executor: Why Charities Should Rethink Post-Gift Engagement
As the year draws to a close and supporters are thanked for their generosity, there is one group of people most charities continue to overlook in their legacy fundraising strategy: the executors.
Executors are often family members or close friends, tasked with managing a loved one’s estate. During the holiday period, many are quietly navigating the probate process, fulfilling wishes, and administering final gifts. Among those responsibilities may be a charitable gift in a Will.
For many charities, the moment the gift is confirmed marks the end of the journey. But in reality, it should be the beginning of a new one.
Why Executor Engagement Matters in Legacy Fundraising
Executors play a central role in the delivery of a legacy gift. They are often the first point of contact between the charity and the donor’s family. Yet most organisations offer only administrative guidance or requests for documentation.
By taking a more considered, experience-led approach, charities can improve not only the immediate legacy process but also strengthen their long-term reputation and relationships. Engaging executors with empathy and clarity helps build trust, especially during what can be an emotional and overwhelming time.
Legacy Gifts Are Intergenerational
The rise of intergenerational wealth transfer means charities will increasingly be interacting with adult children, spouses, and extended family members of donors. These individuals may not be current supporters, but they are part of the legacy journey.
Research shows that positive legacy experiences can influence future support. A meaningful interaction with an executor or family member could open the door to second-generation giving, in-memory donations, or even future legacy pledges.
Building an Executor-Led Legacy Journey
A thoughtful executor journey is not about additional fundraising asks. It is about offering reassurance, transparency, and optional opportunities to stay connected. Key elements might include:
A personalised letter of thanks, acknowledging the emotional significance of their role.
Clear, jargon-free guidance on the process and timelines for fulfilling the legacy gift.
An invitation to receive an impact report or see how the donor’s gift is making a difference.
Optional involvement in recognition, remembrance events, or storytelling.
A respectful, low-pressure option to engage further with the charity if they choose.
This kind of legacy stewardship helps humanise the experience and keeps the donor’s values alive beyond the transaction.
Recognition Beyond the Donor
Recognition in legacy giving should not stop with the person who made the gift. With permission, charities can honour the gift in ways that also resonate with the donor’s family or executor. This might include:
Listing the donor’s name in legacy acknowledgements or memorial materials.
Offering the family a chance to share stories or photos, contributing to impact reports.
Including executors or close family in invitations to charity events or legacy supporter updates.
Handled with care, these actions can foster goodwill and demonstrate that the charity values the whole legacy relationship, not just the income received.
Final Thoughts: Make Legacy Giving a Complete Experience
In legacy fundraising, there is often a strong focus on the pledger and the gift itself. But the executor is part of the same story. Their experience matters, and it shapes how your organisation is perceived by people who may otherwise never have interacted with your brand.
This Christmas, as we reflect on the year and prepare for the next, consider how your charity could better engage executors and families as part of your overall legacy fundraising strategy.
The most effective legacy journeys are not just about receiving. They are about remembering, recognising, and building relationships that last.
