Think differently about legacy marketing.

Rabbits being mindful of death

'Momento Mori' (Latin) - an artistic or symbolic trope acting as a reminder of the inevitability of death, a concept rooted in the philosophers of classical antiquity.


Death isn’t easy to think about. But as legacy marketing experts, it comes naturally to us.

Over the last 15 years, we’ve built our expertise in legacy marketing, working with some of the biggest charities both in the UK and around the world.

We know how to recruit prospects, turn them into pledgers and retain them through engaging stewardship programmes.

Legacy marketing at Flourish

Here are just a handful of the wonderful charities we have worked with over the years:


Flourish charity client logos

Our approach

Successful legacy marketing is a combination of ‘always on’ activity and targeted campaigns.

We focus your budget on activity that prompts an action. It could be requesting more information, responding to a survey, offering an opinion or visiting a service.

Every action taken is a hand raised in interest. By maintaining engagement enquirers become prospects, prospects become considerers and considerers become pledgers.

Did you know...

A large number of legacies from supporters are often unexpected.

Top tip: Before you do anything else, ask existing supporters if they have remembered your charity with a gift in their Will.

“In 2022, Smee & Ford identified another increase in the percentage of individuals leaving a gift to charity in their Will. 231,582 estates were processed and of these, 36,992 contained charitable gifts, so 16% had a charitable legacy.

The total value of charitable estates exceeded the prediction of £20bn in our September update, finishing on £21.3bn, the highest on record. This is important to know because encouraging people to give to charity who have a lot to give is a worthwhile fundraising activity.”

The average residual bequest value was just over £50,000 in 2020*. 

The average residual bequest value (including ‘other’ bequests) across the sector was £50,900, while the average pecuniary bequest was worth £3,400.

An average of 3.3 gifts are made per will*. 

On average, there are 3.3 charitable gifts per will. 38% of charitable wills contain just one bequest; 28% include four or more.

What can we do for you?

Journey audit / planning

We’ll take a look at your current legacy journey to maximise its potential.

Proposition development

We’ll develop a Legacy Marketing proposition that is uniquely yours.

Prospect building

We’ll help you build a prospect pool through emotive, strategic campaign planning that encourages hand-raising.

Audience segmentation

We’ll help segment your prospects to make sure you talk to them about the right things at the right time.

What do you think?

If you want our thoughts on creating a great legacy campaign, get in touch with Aimee Blakemore.

Ask about our FREE journey audit. 

*Reference: As of October 2021, according to

Aimee Blakemore

Marketing & New Business Manager

0117 317 7620

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