A survey of 1,000 people by direct marketing agency TDA found that 55 per cent of adults aged 50 and over who said they frequently gave money to charity had not thought about a will.
The survey showed that 47 per cent agreed with the statement "leaving money to charities isn't for me". This sentiment was stronger in socio-economic groups C to E. In focus groups, homeowners over 60 who regularly gave to charity said most standard legacy promotion was irrelevant and uninteresting.
"Too much legacy marketing entails charities shouting about what they want rather than recognising what their donors need," said David Burrows, head of fundraising at TDA. "Like any good marketing activity, legacy promotion should start with the mindset of the target audience."