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

Now that Q2 is underway, in this latest Legacy Limelight article our experts and legacy sector professionals share their insights into what the rest of 2025 might have in store.

As the legacy sector faces an ever-changing landscape, 2025 presents both challenges and opportunities for charities striving to strengthen their fundraising strategies.

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.

From collaborative approaches between charities to the growing influence of digital tools and AI, the conversation offers invaluable insights on how organisations can ensure their legacy campaigns are not only effective but resonate with a rapidly evolving market. Join us as we explore what’s next for legacy fundraising and how charities can adapt to the shifting tides of donor behaviour, economic pressures, and technological advancements.

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Many charities are partnering with similar organisations to strengthen their legacy strategies by pooling resources, sharing best practices, and creating peer networks for support. At this year’s Legacy Strategy Summit, we will showcase case studies of charities — whether hospices, faith-based groups, or local organisations — that have achieved greater success through collaboration.  

One fundraiser, for example, coordinated six charities over a decade, leading to significantly higher legacy income growth, with the charities appearing as co-beneficiaries in wills rather than competitors. Hospice UK has also launched a project to strengthen the hospice brand with a focus on legacy giving. In challenging financial times, with rising costs and economic uncertainty, charities must explore every opportunity for income growth. By combining expertise and supporting each other, they can build resilience and maximise their impact in this vital area of fundraising. 

Suzanne

In 2025 and beyond, legacy fundraisers will need to rethink how they use digital tools.

I remember when digital marketing was the shiny new thing, offering a level of transparency that legacy fundraising had always struggled with. We could track clicks, see engagement, and, if our systems were good enough, even follow the journey from interest to pledging a gift in a will. But now, with 60% of searches ending without a click, social media platforms discouraging external links, and more conversations moving to ‘dark socials’ like WhatsApp, the way we’ve done digital marketing for 20 years is coming to an end. The days of seeing digital as a neatly measurable channel may be behind us, and we’ll need to lean on what we’ve always known — that legacy decisions take time, repetition matters, and people often won’t tell us they’ve included a gift in their will. That thinking will now need to apply across both digital and offline channels. 

We’re likely to see fewer transactional offers like ‘make a will for free’ and more emphasis on storytelling and meaningful engagement. The focus will be on content that keeps people engrossed within the platform they’re already using or is so compelling that they want to share it with loved ones.  

Claire 

Charities are already pretty clued up on using demographic insights as much as they can to form a good picture of their audience. The organisations I have seen do this effectively are speaking directly with supporters to try to determine their core values. One charity I spoke with said, "I am not our demographic". This is a powerful perspective that charities should all consider in order to distinguish between assumptions and substantiated evidence that demonstrates a sound persona of a charity's supporters.

Chris

Successful legacy fundraising for charities is often far less about the tactics and channels used, and more about authenticity and storytelling — conveying the real impact of the organisation’s work. It’s this that is each charity’s USP. Strategies may differ, but authenticity and clarity of messaging is key. By telling your story in your own way, you can create a clear, compelling vision of the difference a legacy will make, bringing supporters with you on that journey and inspiring them to remember your charity in such a meaningful way. 

For us at Remember A Charity, our approach differs to individual charity campaigns. Working to a cause-neutral and collective mission of growing legacy giving, we find humour and nostalgia powerful ways to capture the public’s eye and to achieve cut-through. Being bold is a big part of who we are and what we do. But so too is the need to inspire. We complement bold, eye-catching campaigns with a mix of ‘how to’ and emotive member stories, keeping content fresh and engaging — ensuring we reach both hearts and minds.

Lucinda

Understanding specific audiences will be increasingly important for legacy fundraising. Research shows that people leave legacies by reflecting on the past (how causes have shaped them), observing the present (how others like them behave) and how charities use funds and are looking to the future to make a lasting impact. However, the balance of these motivations varies by organisation; for some, it’s about looking back at personal experiences, while for others, it’s about shaping the future of a cause they deeply care about. Identifying how these factors combine for supporters is crucial. Once we grasp their motivations, we can craft meaningful messages that truly resonate, moving away from generic, transactional appeals and instead focusing on the deep, personal connections people have with causes.

Claire

In what ways do you see AI being a positive asset for legacy fundraising teams to use as part of their strategy? And where, if at all, would you exercise caution? 

The role AI can play in legacy fundraising really depends on the charity’s strategy — what aligns with their mission, brand, and supporters. Where AI can add real value is in data analysis. Spotting potential donors, segmenting audiences, understanding supporter behaviour, and pulling key insights from qualitative data. Even in those areas though, it’s important to be sure AI is delivering what you think it is. Sometimes, more traditional techniques are still the better option.

When it comes to supporter communications, AI offers opportunities but also real risks. On the plus side, it can help charities personalise outreach at scale and produce copy quickly. But legacy fundraising is built on trust, and if AI-generated messaging feels inauthentic — or worse, is perceived that way — it could do more harm than good. A human touch is still crucial.

Ashley

AI is a massive disruptor across all industries, and the third sector will be no different. There are substantial reservations and fears about using AI among charities I have spoken with. However, we will see more marketing teams experimenting with AI to brainstorm ideas, produce more content, and challenge their assumptions. AI is not ready to address significant nuances in the legacy space, so there will likely be a balancing act of complementing AI with existing processes that can support efficient legacy marketing strategies with a human touch.

Chris

Smee & Ford data shows the percentage of charitable estates is slowly increasing over the years.

How can the sector best support this growth as a whole?

With more charities relying on gifts in wills and greater demand for charitable services, legacy income has never been more valued or more needed. It’s crucial that we collaborate so that we can unlock the full potential of the legacy market and make legacy giving a social norm. Only by working together, can we drive behaviour change, influencing professional advisers, government and others to ensure we have the best possible environment for legacy giving across the UK.

Lucinda

One effective way is by engaging with sector-wide initiatives like Remember A Charity, which works to grow the legacy giving market by making gifts in wills a social norm. The more we can shift the culture, the more people will feel comfortable including charities in their plans. 

Charities also need to keep telling powerful, positive stories about the impact of legacies. Framing gifts in wills as something that makes a tangible difference gives supporters a real sense of agency and reassurance that their gift will be meaningful. 

For legacy administrators, the focus should always be on handling estates with care and respect — not just for the generous gift, but for the families, friends, and professional executors involved. How charities behave in these moments is critical. Executors and families take note, and their experience will shape future decisions, both their own and those of the people they influence. A positive, professional, and compassionate approach isn’t just good stewardship — it’s good legacy fundraising.

Ashley

Almost half of polled attendees at our recent Excellence in Legacy Administration conference said being a multi-tasker was the most important skill for a legacy admin role.

What skills do you think will be the most important for legacy teams to equip them for the year ahead? 

It’s important for legacy officers to take an empathetic approach. We have to remember that at the heart of almost every legacy gift there is a grieving family and we mustn’t lose sight of that. Whether liaising with those families or lay executors, or indeed with fellow legacy professionals, we would say the most important skills are to remain respectful at all times and to recognise the pressures they may be under. We know that charities are facing huge challenges in the current economic climate, but pushing too hard and too soon can be counterproductive. 

Matthew

The key skills for a legacy officer this year remain pragmatism, proportionality, and planning. With increasing workloads and resource pressures, knowing where to apply knowledge and experience is more critical than ever. The best in the sector understand how to contribute at the highest level without being confined by rigid checklists. As Dieter Rams’ design philosophy states, “Less, but better” — a simple yet effective approach. Regularly reviewing processes ensures that legacy officers, often the sole experts in their organisations, are empowered to manage cases effectively, reflecting strong organisational planning. 

Pragmatic communication, underpinned by emotional intelligence, is essential. Legacy officers must balance managing internal expectations around accruals and income while avoiding reputational risk from being overly demanding in statutory reporting or legal matters. A proportional response should guide every decision, asking, “Just because I can, should I?” when requesting information or defending a gift. A well-structured Scheme of Delegation that enables experts to make informed decisions is vital in recognising their skills and experience.

Paul

What do you think will be the biggest challenges legacy administrators will face this year and what proactive steps can they take to ensure they stay prepared?

The biggest challenge continues to be how to fly the flag for legacy teams internally. For too long, legacy professionals have often played second string to higher-profile marketing and fundraising departments. Now is their time to shine. 

Be proactive, make sure legacies are talked about at the top table, make sure your internal stakeholders hear those success stories. Be open and honest with your senior team so they know that the legacy journey is a marathon rather than a sprint, and that investing in legacies now makes the end result so much more worthwhile. Our Love Your Legacy Manager campaign 2024 kicked off some fantastic conversations. Long may they continue — and we know there is more still to be done, so watch this space for 2025.

Matthew

The biggest challenges in the legacy sector are the rising death rates, leading to an overall increase in legacy gifts, and a surge in communication volumes across caseloads. Legacy Futures data highlights that the growth in charitable gifts coincides with a shortage of professional legacy officers and a limited understanding of the need to invest in expanding legacy administration teams, leaving the sector under-resourced. Additionally, a growing volume of correspondence — letters, emails, calls — requires more attention per case over a longer period. This, compounded by increased inter-charity communications driven by senior managers' focus on legacy income, places additional pressure on administrators to push cases forward, sometimes unnecessarily. 

Addressing these issues requires a sector-wide effort. Tighter coordination of processes across charities can alleviate frustrations for executors who face multiple inconsistent demands for information. Investing in teams is also crucial; bringing new talent into the sector and supporting them with specialised training to cultivate highly skilled legacy administration professionals. Organisations like Legacy Futures, Smee and Ford and The Institute of Legacy Management offer invaluable resources, from introductory courses to advanced diplomas and leadership training, which charities should fully utilise to build a stronger, more efficient sector. 

Paul

Final thoughts 

As we look ahead to the future of legacy fundraising, it’s clear that the sector is evolving in response to changing donor behaviours, technological advancements, and economic challenges. Charities are increasingly recognising the power of collaboration, the importance of authentic storytelling, and the need to adapt to new digital landscapes. The focus is shifting towards creating deeper, more personal connections with supporters while leveraging the potential of emerging tools like AI to enhance outreach and strategy. 

In this rapidly changing environment, it’s essential for legacy fundraising teams to remain agile, embrace new opportunities, and stay committed to the core values that have always driven their work. 

Polly Avgherinos, CEO, Smee & Ford, says:

"Legacy giving is not just about securing funds for today, but about shaping the future of charity causes. By working together, embracing innovation, and staying true to our collective mission, charities can ensure that legacy income continues to thrive and make a lasting impact for generations to come."

Smee & Ford’s unique Legacy Data Insights provide crucial intelligence into your legators and legacy income in the context of the wider sector and your own parameters.

Legacy Futures provide expert consultancy services for all sizes of charity, from strategy to creative propositioning, culture and training.

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