May 16, 2025
Effective Strategies for Engaging Donors at Different Giving Levels
Legacy giving is growing in popularity across charities of various sizes, missions, and nations. In the UK, 21% of donors aged 40 and up say they’ve included a charitable gift in their wills as of 2023, up from 14% of this demographic in 2010. Additionally, Giving USA reported that bequests (the most common type of planned gift) grew more than any other charitable revenue source in 2023.
While planned gifts can provide impactful funding for your charity, they also pose unique challenges. In particular, many years often pass between a donor committing a legacy gift to an organisation and the charity receiving that large contribution. So, it’s vital for your organisation to maintain strong relationships with legacy donors, starting by expressing your gratitude.
In this guide, we’ll share four strategies to help your charity meaningfully thank its legacy donors and retain their lifelong support. Let’s get started!