According to the 2025 benchmarking report from Astarita Aldrich & Ward (AAW) and the Chartered Institute of Fundraising (CIOF), legacy fundraising is attracting increased investment across the sector. Over recent times, we’ve also seen this clear and positive shift reflected in our research, with benchmark data showing that in 2024, 6.2% of all fundraising spend focused on legacies – an increase of 31% on the previous year. It’s a welcome development, reflecting growing recognition of how vital legacy income is to long term sustainability.

But, with this rise in investment comes a note of caution. Legacy giving should never be viewed in isolation, nor should it come at the expense of other fundraising streams such as community or individual giving. All forms of income generation play a crucial role in building the relationships that ultimately lead to a supporter choosing to leave a gift in their will. In other words, the path to a legacy often begins many years earlier, through meaningful engagement in a community setting, at an event, in a shop, or even through a single act of volunteering.

Legacy giving is often the culmination of an ongoing relationship

It’s easy to think of legacies as spontaneous acts of generosity, where a supporter leaves a gift seemingly out of the blue. And yes, that does happen from time to time. But research consistently shows that legacy giving is most often the culmination of a long and trusted relationship between an individual and a charity.

When analysts build models to predict who might be most likely to leave a legacy, one of the strongest indicators is the number and depth of connections someone has with the organisation. Those who give regular gifts, attend events, volunteer, buy from the charity’s shops, or take part in community activities are far more likely to leave a gift in their will. Each of those touchpoints strengthens their sense of belonging, commitment, and belief in the charity’s cause.

In practice, this means that charities considering scaling back investment from community fundraising or other areas in favour of legacy alone, would be undermining the very relationships that make legacy giving possible. Legacy income depends on the visibility, goodwill, and engagement built through a wide range of fundraising and communications channels.

The hidden power of community fundraising

Community fundraising, in particular, plays a unique and vital role in this ecosystem. It’s the part of a charity that brings people together, literally and figuratively. Through cake sales, sponsored walks, local events, and school partnerships, community fundraisers put a human face to a charity’s mission. They build local pride, strengthen networks, and often create a lifetime of connection. They also firmly position the charity as a fundraising brand - one that you understand needs your support and the impact your gift can make. This is critical when it comes to translating the need for support into the need for a legacy gift.

Even when data doesn’t explicitly show where a legacy relationship began, we know that many gifts come from individuals who first encountered the charity at a local level. Perhaps they attended an event organised by a community volunteer, or they simply knew the charity as an active and trusted presence in their town. Although many charities receive a significant number of gifts from people who are not their databases, in our research with living supporters, very few people said they had left a legacy to a charity they had no prior connection with. The vast majority described a personal link, whether through their own experiences, someone they cared about, or community activity. There is generally a connection there – even if the charity doesn’t have a record of that person in their CRM.

Investment in one area strengthens another

Looking at examples across the sector, charities that have grown their legacy income most successfully are those that invest across multiple income streams, not just legacy. When we analysed high-performing organisations such as MSF, WaterAidand Sightsavers, we saw a consistent pattern – these fast-growing charities were those also expanding their base of regular donors and building engagement more widely.

These charities understand that legacy success comes from depth of relationship, not just promotional activity. By nurturing supporters through a range of engagement opportunities – such as regular giving, membership, volunteering, campaigning, and events – they create a solid foundation of loyalty and trust from which legacy giving naturally follows.

Breaking down silos for a supporter-first approach

One of the challenges many charities still face is the existence of internal silos between fundraising teams. Legacy, community, corporate, and major donor functions often work separately, each focused on their own targets and budgets. Yet from a supporter’s perspective, there’s no such division. A donor sees one organisation, one story, and one mission they care about.

The future of fundraising lies in breaking down these internal barriers and focusing on the supporter journey. Whether someone first engages through a marathon, a petition, or a local event, the goal should be to build on that connection in a way that feels natural and consistent. A supporter-first approach ensures that every touchpoint - from a social media post to a thank you letter – reinforces the same story and values.

A lifelong relationship, not a single transaction

Legacy fundraising, by its nature, is long term. A gift pledged today may not be realised for many years, sometimes decades. But that’s exactly why it’s essential to think holistically about supporter engagement. The people who interact with your charity on TikTok today could be your legacy donors of tomorrow. Building those relationships early – through channels that feel relevant and authentic to each audience – helps establish trust and familiarity over time.

Some of the most enduring supporter relationships begin in childhood. One charity told us of legacy pledgers who recalled supporting them when they were young through a children’s magazine decades ago – that early sense of connection had stayed with them throughout their lives. It’s a reminder that legacies are not simply the product of a marketing campaign, they’re the outcome of trust built over many years.

Cross-channel consistency is equally important. Supporters may encounter a charity through a range of sources, such as direct mail, social media, websites, events, or retail shops. Ensuring these experiences are joined up and coherent, helps to strengthen the relationship and sustain engagement across a lifetime.

Final thoughts

Investing in legacy fundraising is vital, and it’s right that charities are now dedicating more resource to this area. But it’s equally important not to shift investment away from the community and engagement activity that makes legacy giving possible in the first place.

Legacy income doesn’t exist in isolation. It’s built on years of visibility, relationship building, and supporter care. A balanced approach that values community, individual giving, and brand as much as legacy will always deliver stronger long-term results.

Ultimately, every supporter’s journey is unique, but the principle remains the same – the deeper and more meaningful the relationship, the more likely it will end with a lasting legacy.