Legacy giving has long been a cornerstone of charitable income in the UK. But with the UK on the brink of the largest intergenerational transfer of wealth in history, there’s renewed interest in what the future holds for gifts left in wills – and what this means for different parts of the sector.
There are storm clouds on the economic horizon. Again.
Death is a touchy subject. There is the potential for it to feel crass or disrespectful to discuss making a donation via a will, so how do charities go about promoting legacy giving?
Naomi Croft
On Wednesday 5th June we hosted an online event sharing clips and analysis from interviews we did with members of the UK’s ethnic minority communities regarding their engagement with charities. This was an opportunity for charities to get a deeper insight into how these under-represented audiences engage with the third sector and what could be done to better involve them through donations, awareness, and volunteering.
What do you picture when asked to visualise an average UK charity donor? Having a typical image in your mind isn’t necessarily wrong – after all, your charity might claim certain demographics as key supporters. What’s important, however, is not to let fundraising success with certain demographics give you tunnel vision when you’re next coming up with a fundraising or brand strategy.
Jo Fischl
Last month, we carried out a focus group discussion with a group of charity donors aged in their 50s to 70s. Charity was an important aspect of their lives; they have given at least £40 to charity in the past month, with some also volunteering time or fundraising to support various charities. Suffice to say, they were passionate about the causes and charities they supported. Today, we’re sharing some of the key themes we noted from our discussion with this group.
Ben Roberts
We all love an underdog story. David besting Goliath, Leicester City’s 2016 Premier League win, or the most culturally significant of all, Rocky beating Ivan Drago in Rocky IV. While the villainous Drago is put through his paces by a team of well-equipped and well-funded Soviet scientists, Rocky meanwhile is chasing chickens, punching slabs of meat, and training in a run-down Philadelphia gym. You’re already humming Eye of the Tiger.