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Track your charity’s market share, understand what's working, and make evidence-based decisions that unlock your charity's long-term growth.

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This benchmarking project is designed to help charities better understand legacy marketing, benchmark their performance across key metrics, and gather data to build a strong business case for legacy investment.

Legacy Giving Report 2025

Developed by Smee & Ford and Legacy Futures, this report brings together historic data and future forecasts, trends in giving, and practical insights to help charities make confident, evidence-based decisions.

Bedfellow and Competitive Rankings

A large UK charity wanted to understand how they compared to selected peer charities when appearing as co-beneficiaries in bequests. They believed they may have been receiving a smaller share of the estates than their peers. They were also interested in extrapolating this further to compare against peer charities when they appeared as co-beneficiaries without being mentioned.

In-Depth Peer Analysis

A medium-sized UK charity within a causal area alongside many active smaller charities was struggling to get a clear understanding of giving across their peers. Many of the charities were receiving a small number of gifts a year, but this meant it was difficult to get a picture of what legacy giving across the cause looked like.

Opportunity Report

We worked closely with a medical charity who were beginning their first large-scale legacy marketing strategy. They worked mainly within two key regions and had a good presence in both, but were struggling with how to understand the opportunity, prove ROI and build a case for investment in legacies.