Incense Sticks and £5m Christmas Cards

10 November 2026

Life beyond the Free Will offers

Join Legacy Futures and DTV for an exclusive, free Insight & Inspiration webinar, on legacy fundraising!

What do a £5 million legacy gift and a pack of incense sticks have in common?

Neither of them came from a Free Will offer.

Have you heard about the £5m legacy from a supporter whose only previous interaction with the charity over 20 years was buying Christmas cards? Or the legacy gift whose journey began with buying incense sticks from their shop?

While Free Will campaigns are often the sector's default engine for scale, our data shows they can have limitations. If they represent your main approach to legacy marketing, you are almost certainly leaving your highest net-worth and most emotionally invested donors behind. It’s time to look outside the box.

Join Legacy Futures and DTV for an exclusive, free and insightful webinar, where we challenge the current dependence on Free Will offers and reveal the hidden legacy pipelines already sitting inside your charity.

Reserve a spot

The Details

Date: Tuesday 10th November

Time: 12:00 pm - 1:00 pm

Location: Online webinar (link will be provided)

What you'll discover:

The Free Will ceiling: We will share the hard data on the limitations of Free Will offers, specifically who they reach, and crucially, who they alienate.

Unlocking hidden goldmines: How to find the overlooked and undervalued pipelines right under your nose. We'll explore the untapped potential of your In-Memory offerings, your retail shop, and how to offer immediate value to legacy audiences now.

Join Dr Claire Routley (Legacy Futures) and Poppy Forbes (DTV) for the latest insights and a live Q&A.

As you know, legacy giving is projected to surge over the next decade. Don't let your strategy be limited to just one product.

Upcoming events

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18 NOV 2026

| CLAIRE ROUTLEY

Getting Started with Legacy Giving

In this session we’ll explore who gives and why and, importantly, why gifts in wills are good not only for organisations but for the people who support them.

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3 NOV 2026

| SHARON COMFORT

Making Legacy Strategy Happen

Lessons from North West Air Ambulance Charity.

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29 SEP 2026

| CLAIRE ROUTLEY

Understanding legacy giving

Gifts left in wills are among the most valuable donations a charity will ever receive, yet they remain one of the least understood areas of fundraising.