Legacy and in-memory motivated giving are significant sources of income for British charities, generating over £5bn a year for good causes. As fundraisers, many of our assumptions, strategies and messages have an implicitly Christian focus, and are founded in English law.
However, today’s society is very multi-cultural, and it’s set to become more so. Currently 8% of the UK population is from minority faith groups; this percentage is projected to double to 16% by 2050.
Legacies and in-memory are immersed forms of giving, based on deep trust and emotional connection – they don’t materialise overnight. To be resonant, you will need to forge other connections first. Legacy Foresight. Legacy and in-memory fundraising in multicultural Britain Research Briefing