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NSPCC launches charter for legacy giving

By Hannah Jordan, Third Sector Online, 6 May 2008

The NSPCC has launched a 10-point charter designed to put donors' minds at ease when they are considering leaving it a legacy.

The charter includes commitments from the charity to respect donors’ privacy, understand the need to put families first, not ask donors to reveal pledge decisions and acknowledge their right to change their minds.

The charter, which has been developed after research was carried out into what motivates donors to leave legacies, will appear on all future legacy communications.

The research, conducted by Whitewater, found that people wished to put their families first and wanted to know exactly how and on what their money would be spent.

“Donors are largely sceptical, private and confused about legacy giving,” said Stephen George, development director for legacy fundraising at the NSPCC. “We believe our approach will reassure them and help us engage them. Our strategy will be guided by this approach – not the other way round.”