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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

By uniting the unique strengths of Smee & Ford’s extensive wills and probate data, and Legacy Futures’ market insight and forecasting - together we’ve created a single, comprehensive resource.

Short-term future gazing: legacy sector insights from the experts

In this insightful Q&A, our in-house experts and sector partners share their predictions for the year ahead, shedding light on emerging trends and strategies that will shape the future of legacy giving.

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.