For many years, legacy marketing has been consistently underinvested in, especially when compared to the amount of income generated from gifts in wills.

One of the reasons for this is a lack of data and consistency, both within individual charities and in the sector more widely, which makes it difficult to understand the extent and type of legacy marketing and to identify a causal link between what is spent on legacy marketing, and the legacy income received as a result. Recent years have seen a welcome increase in legacy marketing across the sector and, along with that, more robust data to inform legacy marketing strategies.

This briefing summarises the top-level findings from a benchmarking project that was designed to help charities better understand the world of legacy marketing, benchmark their performance across a range of marketing metrics and to provide them with data to build a robust business case for legacy investment.

Thank you to our Consortium for agreeing to share this data.