This year’s annual Remember A Charity legacy giving promotional campaign is to focus on “the unique and quirky things we remember about our loved ones”.

The campaign will take place 7-13 of September and involve charities and professional advisors to encourage people to leave charitable legacies and to highlight the role they play in supporting charities’ work.

The aim of this year’s quirky theme is to “reach and engage with new audiences” and “normalise legacy conversation”, according to organisers.

Organisers’ research has found that just over one in five charity supporters aged over 40 have included a charitable gift in their will, up from one in seven in 2010. A further one in three charity supporters who have not yet done so say they are open to leaving a gift.

Promotional activity will include multi-channel advertising that will run on digital platforms until the end of the year.

"Remember A Charity Week provides a unique opportunity for charities and professional advisers to come together and inspire more people to consider the difference a gift in their Will can make, said Remember A Charity director Lucinda Frostick.

“This year's campaign brings fresh creative content, new resources for members and a fully coordinated approach to help keep legacy giving front of mind.

"Legacy gifts are a vital source of income for charities of all sizes and causes. By working together during Remember A Charity Week, we can encourage more conversations, reach new audiences and help secure future funding for the causes people feel most passionately about."

Charities are being urged to take part and use the campaign’s promotional resources, including videos, posters, bookmarks and other campaign merchandise.

A PR toolkit has also been developed involving press release templates and guidance for case study content.

More information can be found here.

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