Debate: Should charities do more to persuade people to include them in their wills?

A poll by Clic Sargent showed that 32 per cent of 50 to 75-year-olds with wills would consider leaving gifts to charity

Legacy giving
Legacy giving

COLIN KEMP - head of legacies at Christian Aid

Colin Kemp, head of legacies, Christian Aid

Definitely. There's increasing evidence that people will think about it if asked to do so. The challenge is to encourage people to do more than think.

We know Christian Aid supporters want a more just world - we need to reach them with a message that shows how their legacy can be that change.

But then we need a trigger to spur them to action. Our most effective trigger is Will Aid. Every November, solicitors offer people a free will-writing service, inviting them to donate to Will Aid (a partnership of nine charities) rather than pay a fee for the service.

ROGER LAWSON - strategy and planning director at The Good Agency

Roger Lawson, strategy and planning director, The Good Agency One of the biggest barriers to people leaving charities gifts in their wills is that they don't think it's something that people like them do. We have to normalise legacy giving, and the only way to do this is to talk about it. A lot.

It's not about 'convincing' them, however. It's crucial that charities understand their supporters' motivations and use this insight effectively to create an offer for them, rather than to make an ask.

When charities talk about legacies, they should be enabling donors to realise their own dreams.

MEG ABDY - director of Legacy Foresight

Meg Abdy, Legacy ForesightYes. At only 7 per cent of all deaths, legacy giving is too low. As they enter their third age, Britain's 10 million baby boomers offer real scope for legacy fundraisers. But as our recent research shows, they will need ever more convincing.

Why, when those closest to me face an uncertain future, should I include your charity in my will? What tangible difference can it make? Will you spend my money wisely? Will you take my wishes into account, even when I'm dead?

Conviction is not the number of legacy packs mailed or pledges received. It's about the essence of your brand.

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