Who Really Leaves a Gift in Their Will? Rethinking Legacy Fundraising Audiences
In legacy fundraising, one of the most powerful questions you can ask is:
👉 Who are we really building this legacy programme for?
I’ve worked with charities across the UK and Australia to develop audience-led legacy strategies; programmes that feel authentic, relevant, and built for the long term. And while we all know the value of understanding our supporters, it’s surprising how often legacy audiences are still treated as a homogenous group. Are we optimising for audience insight - or for internal metrics that look good on paper?
The reality is more complex - and more interesting.
Legacy Giving is a Push Product - And That Shapes the Profile
Here’s something we don’t talk about enough as a sector: legacy giving doesn’t happen passively. It’s prompted. It’s nudged. It’s marketed.
That means the people leaving legacies today are often those we’ve pushed the hardest particularly through channels like online will platforms or free will offers. These tools have their place, but they also tend to attract younger pledgers who are still decades away from their gift being realised.
If you’re chasing pledges over long-term income, you might feel like you’re growing but are you really building the right pipeline?
That’s encouraging for the future, but it also raises a gentle question for fundraisers:
Are we reaching the most relevant legacy audiences—or simply the most responsive ones?
It’s Not One Audience - It’s Three
From sector research and client experience, I tend to group legacy audiences into three broad (but distinct) segments:
1. Quiet Loyalists
Long-term supporters, often over 65
Modest means, high trust
Motivated by deep values and longstanding connection
Typically leave residual gifts
2. Principled Planners
Often aged 55–70, financially comfortable
Interested in leaving a legacy, but still navigating life transitions
Motivated by impact, purpose and planning for the future
Responsive to clarity, confidence and reassurance
3. Philanthropic Investors
High-net-worth individuals, many already giving significant lifetime gifts
View legacy giving as part of a broader philanthropic approach
Expect personalised stewardship and strategic engagement
Value professional advice and alignment with their values
These groups exist in both the UK and Australia, but the cultural context matters. For instance, while 19% of Australians say they’re likely to leave a gift, only 6.5% actually do, suggesting plenty of untapped potential, if charities can tailor the journey more effectively.
Strategy Starts with Insight
Strong legacy programmes are always grounded in a clear understanding of audience needs. That doesn’t have to mean complex segmentation models or expensive systems. Often, it’s about asking the right questions:
What do we really know about our pledgers - and how recently was it updated?
Are we segmenting by intent, life stage, or motivations - or just by age and recency?
Do our donor journeys reflect the way supporters want to engage with us?
These aren’t easy questions, but they’re the ones that unlock real value over time.
What About the Big Numbers?
You might have seen recent projections suggesting UK legacy income could reach £10bn by 2050. That’s a bold figure. Personally, I think the bigger question is: what are we doing now to earn our share of that potential? Are we investing in long-term engagement, or are we banking on broad assumptions?
Legacy fundraising isn’t about following the curve. It’s about shaping it.
If you're interested in building an audience-led legacy strategy, let's talk.
I offer bespoke support to help charities:
Profile and prioritise their legacy audiences
Create more relevant journeys, messaging and propositions
Benchmark programme performance against best practice
If you'd like to learn more about bringing these audience profiles to life in your legacy fundraising programme, get in touch.
