Consortium aims to increase proportion of UK legacy giving

Nearly 70 per cent of the public give money to charity during their lifetime but just over 4 per cent leave a donation in their will, according to research for the Legacy Promotion Campaign.

The campaign, a consortium of 83 charities including Oxfam, the Guide Dogs for the Blind Association, Scope and the RNLI, hopes to bridge the gap with a £2 million, two-year campaign called Remember a Charity. The objective is to raise the percentage of wills that include a gift to charity from 14.3 per cent to 16.3 per cent, an increase of just 4,000 wills.

The Legacy Promotion Campaign is asking for support from the financial and legal sectors, which have been identified as key influencers in the process.

A mixed media awareness advertising campaign, including press and radio, will help to promote the appeal and has been produced by Target Direct.

The campaign kicks off this week and aims to increase income across the whole voluntary sector. A TV campaign is expected to follow shortly.

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