The ‘D’ Word & Legacy Marketing

Death isn’t easy to talk about, but we know how.

We’ve built our expertise in Legacy Marketing over the past 15 years, 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. 

St Mungo's, PDSA, St John Ambulance, Livability, Crisis, Diabetes UK, Scope, Save the Children, RNIB, Clic Sargent, NSPCC, Australian Red Cross, Samaritans, Alzeimer's Society, Whale and Dolphin Conservation

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...

Gifts in Wills are worth £3 billion a year to charities, expected to rise to £5 billion per annum by 2030*…

Most legacies from supporters are unexpected.

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

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.

Start planning your next campaign.

Get in touch with Aimee Blakemore to start a conversation about how to approach the ‘D’ word in your next Legacy Marketing campaign.  

Ask about our FREE journey audit. 

*Reference: As of October 2021, according to

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