The charities most likely to receive legacies from their supporters revealed

The animal charity Battersea is the charity that is most likely to receive a legacy gift from one of its supporters, according to new research.

The Legacy Potential Premier League Table 2021/22, which has been produced by the research company fastmap and the consultancy Freestyle Marketing, ranks charities by their potential to generate gifts in wills from existing supporters.

The top of the list was dominated by animal charities even more than 12 months ago.

Last year, seven out of the top 10 slots were filled by animal charities, but that has grown to eight in this year's list, which is compiled through interviews with about 5,000 charity supporters aged 50 and over.

Battersea moved up from third place last year to the top spot while the Donkey Sanctuary was up two places to second.

Cats Protection rose one position to third while Dogs Trust, which was in the top spot last year, finds itself in fourth this time around.

Prostate Cancer UK has moved up five places to fifth and is the highest-ranked non-animal charity on the list, which is in its fourth year.

The highest new entry in the full list of the top 30 charities is the animal charity Blue Cross at ninth. Teenage Cancer Trust is also new to the top 30 at 13.

Breast Cancer Now, which last year was the highest non-animal charity at seven on the list, fell to 15th.

David Cole, managing director of fastmap, said: “Animal charities have maintained their dominance, perhaps partly due to the pandemic enforcing a closer relationship and reliance on pets.”

He said the competitve nature of legacy fundraising was often overlooked.

“Potential legators generally select far fewer charities to leave a gift in their will compared with those they support in their life," he said.

“If charities are to maintain and build their competitive edge they need to clearly understand who they are competing against and their relative strengths and weaknesses so they can develop propositions and messaging that has efficient impact.”

The top 10 (last year’s position)

1 (3) Battersea

2 (4) The Donkey Sanctuary

3 (2) Cats Protection

4 (1) Dogs Trust

5 (10) Prostate Cancer UK

6 (5) PDSA

7 (11) Alzheimer’s Research UK

8 (6) RSPCA

9 (–) Blue Cross

10 (9) Guide Dogs

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