Legacy fundraising is a very sensitive area and needs handling with care. Smaller organisations do succeed in attracting some legacy income and it may be worth considering whether this form of fundraising is appropriate for your organisation. Or you could consider offering some form of appropriate memorial — such as providing a plaque with a tree planted or on a bench or other physical structure paid for by a donation.
You will need to develop appropriate materials and leaflets to suggest that people could consider leaving a legacy in their will or donate to your organisation in the name of a loved one. This might just mean adding a sentence or two to your general fundraising leaflet. Have a look at how some of the big name charities approach this type of fundraising and think about what would fit with your organisation’s image, aims and relationships. Legacy fundraising is a long term commitment and not appropriate for organisations and projects which may have a shorter-term life cycle.
It may be worth approaching local solicitors with your material, encouraging them to include your organisation in any information they use for legacies. There is also a website called Will to Charity which is aimed at those making or drawing up a will. It provides a search for charities people might leave a legacy to, categorised by type of beneficiary or location. Charities pay an annual subscription to be listed on the site.
