Guest blog from Sam Devlin, Sam Devlin Consulting
I have been working in fundraising long enough to have watched the same mistakes get made, fixed, and made again. That is not a criticism. Legacy fundraising is genuinely difficult to read. The decisions your supporters make are private, the timelines are long, and most organisations are operating with very little signal about what is actually working. In that environment, it is rational to copy what the big charities do and hope the logic transfers.
The problem is that it usually doesn’t. Not because the big charity programmes are wrong, but because they were built for a different supporter base, a different organisational context, and a different set of resources. Transplanting them without understanding your own audience first is where most legacy programmes quietly go wrong.
That observation is what shapes how I work. Everything starts with the supporters: who they are, what they need, and where the journey breaks down. The programme gets built around those answers, not the other way around.
Legacy giving is a deeply personal decision, often shaped by an individual’s values, emotions, and life experiences. Unlike other forms of charitable giving, leaving a gift in a will requires long-term commitment and forward-thinking. By understanding the psychology behind legacy giving, charities, education institutions, and non-profits can tailor their messaging and engagement strategies to better connect with potential donors. Behavioural science provides valuable insights into why people choose to leave a legacy and how fundraisers can effectively guide them towards this decision.
1. The Power of Identity and Legacy
People are driven by a desire to leave a lasting impact. Legacy gifts offer donors a way to align their future legacy with the values and causes they hold close. Psychological research suggests that individuals seek symbolic immortality – ensuring their influence continues beyond their lifetime. Charities can tap into this motivation by showing how a donor’s values and passions can live on through their bequest.
So what? Use storytelling to demonstrate how past donors’ legacies have made a tangible impact. Highlighting real stories helps potential legacy donors visualise their own contribution.
2. Social Norms and Influence
Humans are inherently social beings, and our decisions are often influenced by the actions of others. The concept of social proof suggests that people are more likely to act when they see others doing the same. In legacy fundraising, showcasing testimonials from those who have already pledged a gift can encourage others to follow suit.
So what? Use donor testimonials and ambassador programs to create a sense of community around legacy giving. Feature stories in newsletters, on your website, and at events to normalise the act of leaving a legacy gift.
3. Overcoming Present Bias
Behavioural economics shows that individuals often prioritise immediate benefits over long-term planning – this is known as present bias. Because legacy giving does not provide an immediate reward, many potential donors may procrastinate or dismiss the decision altogether.
So what? Make the process simple and accessible. Provide easy-to-follow guides, offer will-writing services, and use deadlines (e.g., ‘Legacy Giving Month’) to create a sense of urgency.
4. The Role of Emotion in Decision-Making
While financial considerations play a role, legacy giving is often an emotional decision. The concept of affect heuristics suggests that people make choices based on their emotions rather than purely rational analysis. Charities that tap into feelings of gratitude, purpose, and connection can create more compelling legacy campaigns.
So what? Use emotionally resonant language in your communications. Focus on themes of love, gratitude, and making a lasting difference, rather than technical or financial details.
5. The Endowment Effect and Commitment
Psychologists have identified the endowment effect, which means people tend to place a higher value on things they feel ownership over. When individuals start to consider their legacy, they become more attached to the idea of leaving a meaningful gift.
So what? Encourage donors to take small initial steps, such as making a pledge or joining a legacy giving circle. Once they mentally ‘own’ their decision, they are more likely to follow through.
6. Framing and Choice Architecture
The way choices are presented significantly impacts decision-making. Research on choice architecture shows that people are more likely to make decisions when they are presented as the default or when options are framed positively. This is particularly important with nudging supporters into considering residuary gifts and normalising a percentage gift rather than a set sum.
So what? Offer suggested wording for wills and provide default options (e.g., ‘Many supporters choose to leave 10% of their estate to charity’). This makes the process feel easier and more natural.
Final Thoughts – How I Can Help
Legacy giving is a unique and deeply personal form of philanthropy. By applying behavioral science principles, charities, education institutions, and non-profits can better understand donor motivations and design strategies that make legacy giving feel accessible, meaningful, and fulfilling. Through storytelling, social proof, and thoughtful messaging, fundraisers can inspire more supporters to leave a lasting impact through their legacy gifts.
Need help crafting a legacy fundraising strategy that resonates? I specialise in helping charities and nonprofits refine their legacy giving programs with insight-driven approaches that maximize engagement and impact. Let’s work together to develop a tailored strategy that ensures your supporters’ legacies make a lasting difference.
📩 Get in touch today to discuss how we can grow your legacy fundraising success!
Want to continue your learning? Join us at our Legacy & In-Memory Fundraising Conference happening on Thursday 24th September
This post was written by a guest contributor. The views expressed are the author’s own and don’t necessarily reflect the positions of Fundraising Everywhere. Content from guest authors may reflect different approaches, experiences, or perspectives to those covered in other events and training.