Legacy giving will rise according to research

Legacy giving is likely to increase and could soon include 'living legacies' by people who are still alive, according to think tank nfpSynergy's 21st Century Donor report.

The report, published this week, is based on interviews that took place over a number of years to help charities plan their fundraising strategies.

The report says that older people now have more disposable income and may increasingly have the confidence to give away their wealth before they die. "While alive, donors can see donations in action, engage with the organisations and bask in fawning gratitude," it says.

Other findings suggest charities will have to better tailor their fundraising approaches according to supporters' interests, and that charities will increasingly need to combine fundraising with social events to retain their appeal.

Fundraisers will have to find ways of making giving into a lifestyle choice, for example by creating more active and enjoyable events, says the report.

It adds that more demanding donors will expect greater transparency in how charities measure and demonstrate the impact of fundraising and expenditure.


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