Charities are spending an increasing proportion of their fundraising budget on boosting legacy income, research has found.

Between 2022/23 and the previous year legacy investment increase by 31%.

Legacy fundraising accounts for 6.2% of total fundraising spend, up from 3.7% in 2018/19, according to the figures, which have been published by consultancy Legacy Futures.

It estimates the overall return on investment for legacy marketing is £15 for every £1 spent.

“The research also showed that recruiting new legacy audiences is where the majority of the investment goes,” said the consultancy, which found that 88% of investment in this area is focused on new donor acquisitions and free will writing services.

Investment in stewardship accounts for 5% of investment, with awareness raising accounting for 6%.

“While it’s good news that more charities are investing in their legacy marketing, one inevitable outcome is that the marketplace becomes more crowded, with more charities than ever vying to be heard,” said Legacy Futures chief executive Ashley Rowthorn.

“This means that individual organisations are having to work harder to cut through
and that those not investing may struggle to be noticed.

“The flipside is that the combined efforts of charities to convey the legacy message drives an
increase in the market overall, benefiting the sector as a whole.”

Legacy Futures’ research involved data for the year ending March 2023 from 30 charities of varying sizes and sectors.

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