Legacy Marketing

Benchmarks

Legacy Futures run this project every two years and have maintained benchmarks collected across years to allow data comparison over time. In the Legacy Giving Report we forecast that the legacy market, worth £4.5b in 2024, could be worth over £10b by 2050, due mostly to the increasing number of deaths as the large population of baby boomers come to the ends of their lives. This presents a huge opportunity and now is the time to be talking to potential legators to try and secure your share of this market.

Previous benchmarking projects have highlighted that legacy marketing is very underinvested in, but last cycle saw that, while still very small, legacy marketing investment had jumped significantly – from 3.6% to 6.2% of fundraising spend.

Securing investment is no easy feat and the continued pressure on finances as the cost-of-living crisis continues is making it harder than ever for charities to get investment for legacy marketing.

This project aims to help demystify and quantify legacy marketing and provide charities with the evidence they need to gain investment that will help secure their future financial stability.

Download the updated proposal which refines on the 2023 benchmarking project, analysing data for the period ending March 2025. It also details an additional section we plan to add this year, looking at legacy products and the role they play in legacy marketing.