Starting a legacy fundraising programme feels like a massive undertaking.
You’re asking people to think about their death. To write or update their wills. To choose your charity among all their other priorities. And then wait years (sometimes decades) before you see any income.
It’s intimidating, especially when you’re starting from nothing.
But here’s some good news: every major legacy programme started exactly where you are now – and some of them are now raising millions!
This guide walks you through the practical steps to build a legacy programme from scratch. What to do first. What can wait. How to prove it works before you invest heavily.
Step 1: Audit What You Already Have
Before you build anything new, look at what already exists.
Check your database for any legacy pledges you’ve already received: Some charities discover they have pledges they didn’t know about because the information was never properly recorded.
Look for legacy gifts you’ve received in the past: Even if it was years ago or was a one-off. It proves people have already chosen to support you this way.
Review your website: Is there any information about leaving a gift in your will? If yes, is it easy to find? If not, that’s your first job.
Check your existing communications: Do newsletters, annual reports, or fundraising appeals mention legacy giving at all? Most charities mention it once a year if they’re lucky.
Talk to your finance team: Do you have processes for receiving and acknowledging legacy gifts? If someone’s solicitor contacted you tomorrow about a bequest, would you know what to do?
This audit tells you what foundation you’re building on. Most charities have more than they think. Some don’t. Either way, you now know.
Step 2: Set Realistic Goals
Legacy fundraising is long-term work and your goals need to reflect that.
Year one: focus on building infrastructure and raising awareness and aim for 5-10 legacy pledges. That might sound small, but each pledge represents a future gift that could be worth tens of thousands of pounds.
Year two: aim to double your pledges and start building a stewardship programme for the people who’ve already committed.
Year three and beyond: you’re tracking pipeline value (the estimated total of all pledged legacies), conversion rates from prospects to pledgers, and actual legacy income received.
Don’t expect significant cash income in your first few years because the gifts you inspire today won’t arrive for 7-10 years on average. Your board needs to understand this and your CEO needs to understand this; budget conservatively.
Set goals you can actually achieve with the resources you have. One person working on legacy fundraising part-time will achieve different results than a dedicated legacy team.
Step 3: Identify Your First Prospects
You don’t need a huge database to start legacy fundraising, but you do need the right people.
Start with existing long-term donors: Anyone who’s given regularly for 5+ years has demonstrated commitment- these regular givers are statistically more likely to leave legacy gifts than one-off donors.
Look at people with direct experience of your cause: Service users, volunteers, families you’ve helped. They understand your impact in ways casual supporters don’t.
Consider older supporters, but don’t only target elderly people: A 35-year-old might pledge a legacy. An 80-year-old might not.
Pay attention to childless supporters: Statistically, people without children are more likely to leave charitable legacies because they have fewer competing priorities.
Watch for signals: Anyone who’s ever mentioned leaving a gift in their will. Anyone who asks detailed questions about your long-term plans. Anyone who seems deeply invested in your mission beyond typical donor behaviour.
Create a prospect list of 50-100 people. That’s your starting point.
Step 4: Create Essential Infrastructure
You need basic infrastructure before you ask anyone for anything.
1: Build a simple legacy page on your website. It should explain what a legacy gift is, why it matters to your charity, and how someone can include you in their will. Include suggested will wording that people can give to their solicitor.
The wording should be clear and specific: “I give [percentage of residuary estate / sum of £X / specific item] to [your charity’s full legal name], registered charity number [your number], of [your registered address], for its general charitable purposes.“
Always include “for its general charitable purposes” unless you have a very good reason not to because restricted legacy gifts can create problems years down the line when circumstances change.
2: Create a simple thank you process for when someone tells you they’ve pledged a legacy. This should include an immediate acknowledgment, personalised letter, and no pressure for additional information.
3: Set up a basic database field to record legacy pledges. You need to track who’s pledged, when, estimated value (if they tell you), and any restrictions.
4: Build relationships with local solicitors and will-writing services. They can refer clients to you, and you can provide them with information about your charity.
That’s enough infrastructure to start but you can build more sophisticated systems later.
Step 5: Start the Conversation
Legacy fundraising is about having conversations, not running campaigns.
1: Start with face-to-face or phone conversations with your top prospects. The people most likely to say yes. Your most loyal, long-term supporters.
The conversation is simple: “Have you ever thought about leaving a gift to [charity] in your will?”
If yes: “That’s wonderful. Would you be comfortable telling us about it so we can thank you properly?”
If no: “Many of our supporters find it meaningful to include [charity] in their will. I’d be happy to send you some information if that’s something you’d like to explore.”
If they’re interested, send information but if they’re not, that’s fine; you’ve planted a seed.
2: Add legacy information to existing communications. Include a line in your newsletter: “Leaving a gift in your will is a powerful way to support our work for generations to come.” Link to your website page.
Add it to donation forms and thank you letters but keep it subtle. You’re normalising the conversation, not pressuring anyone.
3: Host a small event for legacy pledgers and prospects. Call it a “Future Supporters Event” or “Legacy Circle Gathering.” Share your long-term vision, let people ask questions, and make it feel special.
Step 6: Make Your Case
Your case for support needs to answer one question: Why would someone choose to leave you a gift in their will?
The answer isn’t “because we need the money.” It’s “because this gift will create lasting change that reflects what mattered to you in life.”
Legacy messaging should be:
Future-focused. “Your gift will help children in 2050.” “Support the causes you care about beyond your lifetime.” “Create change that lasts for generations.”
Values-based. “A gift that reflects what mattered to you.” “Leave a legacy that lives on.” “Your values, your impact, your choice.”
Practical and simple. “It’s easier than you think.” “Just a few sentences in your will.” “You can change your mind anytime.”
Reassuring. “Family comes first – a legacy gift comes after you’ve provided for everyone you love.” “Any gift, any size makes a difference.” “You’re in control of how it’s used.”
Write this case for support down. Share it with your team. Use it consistently in all legacy communications.
Step 7: Steward Your First Pledgers
When someone tells you they’ve left you a gift in their will, your relationship with them becomes even more important. Be sure to thank them immediately with a personal, heartfelt acknowledgment of what they’ve done.
Then you can:
- Invite them to join your legacy circle or recognition programme (even if it’s just a special newsletter for now): Make them feel valued.
- Send regular updates on your work. Not to ask for more money, just updates about what you’re achieving: They want to know their future gift will be well used.
- Invite them to special events. Exclusive tours, behind-the-scenes access, conversations with your CEO: Make them feel special.
- Remember anniversaries. If they tell you they pledged on their 70th birthday, acknowledge the 5-year anniversary of that decision.
- Ask for permission before you recognise them publicly. Some people want their name on a plaque or website, others want complete privacy, and both are valid.
Never take them for granted. These are some of your most committed supporters – treat them accordingly.
Step 8: Measure What Matters
In the early stages, you won’t have legacy income to measure so you’ll need other metrics. Here are some:
- Count legacy pledges received: this is your primary success metric in years 1-3.
- Track your pipeline value: add up the estimated value of all pledged legacies. Even rough estimates give you a sense of future income.
- Monitor prospects: how many people are you actively talking to about legacy giving? How many have shown interest but haven’t committed yet?
- Record conversion rates: of the people you approach, what percentage pledge? This helps you refine your approach.
- Note where pledges come from: direct conversation? Website? Event? Newsletter? This tells you what’s working.
- Track stewardship activities: how often are you communicating with pledgers? Are they attending events? Staying engaged?
These metrics prove progress even when cash income hasn’t arrived yet.
Step 9: Build Gradually
You don’t need to do everything at once.
Year one: Website page. Will wording. Database setup. First 20-30 conversations. First 5-10 pledges.
Year two: Regular newsletter content. Small legacy event. Expand prospect list. Build a stewardship programme. Aim for 10-15 new pledges.
Year three: More sophisticated communications. Stronger stewardship. Partnerships with solicitors. Case studies. Aim for 15-20 new pledges.
After year three, you’ll have data, testimonials, and momentum. That’s when you can make the case for more investment: dedicated staff time, direct mail campaigns, advertising.
Starting small proves the concept works before you invest heavily.
Every major legacy programme started exactly where you are now. The difference between charities that succeed and those that don’t isn’t budget or database size. It’s commitment to starting, consistency in asking, and patience to see it through.
You can do this.
Ready for more guidance? Read our Complete Guide to Legacy and In-Memory Fundraising for comprehensive strategies on building programmes that work.
Want expert support? Join Fundraising Everywhere as a member for access to the Legacy & In-Memory Conference, coaching, templates, and a community of fundraisers building the same programmes. Learn more about membership