Legacy fundraising: powerful, personal, and often overlooked
Legacy fundraising has the potential to be the single most effective way of raising long-term income for charities. For many organisations, gifts in wills provide transformational funding—often enabling strategic growth, capital projects, or even long-term sustainability.
Yet, despite its power, legacy fundraising remains one of the most underused and misunderstood areas of fundraising, particularly for charities just starting out or those who feel uncertain about how to approach it.
At IFCo, we understand that asking for a gift in someone’s will is not like asking for a one-off donation. It’s not about urgency, impulse, or even short-term results. It’s about trust, meaning, and lifelong connection.
Why legacy fundraising can be challenging
One of the biggest hurdles is starting the conversation. Fundraisers often worry about causing offence or discomfort, but when handled with care and sensitivity, legacy giving can be one of the most appreciated and rewarding ways for donors to support a cause they love.
The key is understanding why your supporters care about you in the first place. What values do you share? What impact do they want to leave behind? What part of your work speaks to their heart—and their hopes for the future?
We can help you build a legacy programme that lasts
We help charities build legacy programmes that are strategic, ethical, and donor-centred. Whether you're just beginning your journey or looking to take an existing programme to the next level, we’ll work with you to:
- Understand your donor motivations
- Develop the right tone, language, and materials
- Train staff and trustees with confidence and sensitivity
- Build long-term strategies for stewarding legacy pledgers
- Create culture change across your organisation
Legacy giving Is a statement of trust
When a donor leaves a gift in their will, they’re telling you: “I believe in what you do. I trust you to carry on making a difference even after I’m gone.” That’s an incredibly powerful act of generosity—and one that should be nurtured with care and respect.
If you’d like to explore how legacy fundraising could work for your charity, get in touch with us. We’d love to help you unlock this meaningful and vital source of support.