Charities may be underinvesting in legacy fundraising despite it remaining the single largest source of voluntary income, according to new figures.
The Chartered Institute of Fundraising’s (CIOF) 2026 benchmarking survey found that while 37% of all voluntary income comes from gifts in wills, charities are directing only 15% of fundraising expenditure towards legacies.
Based on data from 104 charities, representing £2.2bn of voluntary income, the survey also found that larger charities are getting a greater proportion of their income from legacies than smaller organisations.
Individual giving remains the largest area of fundraising spend, with almost two-thirds of that investment focused on acquiring new donors, according to the survey conducted in partnership with consultancy AAW.
More than 70% of new regular givers were recruited through face-to-face fundraising, according to the figures, while 50% of new one-off donors were acquired via digital channels.
The survey also found that fundraising team sizes ranged from a median of six full-time equivalent staff in charities with income under £10m to an average of 73 in organisations with income over £100m.
CIOF said that the survey is “the largest ever benchmarking exercise of this nature in the UK”, with full findings due to be published by AAW on its website later this month.
‘Legacies too often subject to intermittent focus’
Rob Cope, executive director of membership and operations at the CIOF, said: “It’s clear that legacies continue to be a powerhouse of voluntary income, yet, interestingly, the investment levels don’t reflect their long-term potential.
“At the same time, the data shows how donor recruitment channels are shifting, with digital and face-to-face playing distinct and vital roles.
“We regularly hear from our members that face-to-face is one of the most valuable and consistent methods of fundraising for them and this data backs that up.
Reacting to the findings, Lucinda Frostick, director of Remember A Charity, said: “This research reinforces that legacy giving is not just valuable, it is vital; underpinning the long‑term sustainability of so many charities across the UK.
“Yet, despite its impact, legacies have too often been subject to intermittent focus or under investment within the wider fundraising portfolio.
“At a time when such a significant intergenerational transfer of wealth is underway, this highlights the clear opportunity for budget holders to strengthen legacy teams and invest in legacy programmes, ensuring charities are well equipped to maximise this extraordinary moment for charitable giving.”
Two more surveys launched
CIOF has also today launched two other surveys aimed at “building the clearest picture yet of the fundraising profession”.
Its fundraiser survey is aimed at fundraisers at all career stages and focuses on lived experience, career pathways, inclusion, wellbeing and progression.
Meanwhile, its leader survey is aimed at heads of fundraising, directors, executives and others responsible for fundraising teams, exploring organisational practices, recruitment, investment, governance and leadership.
Ceri Edwards, executive director of engagement at the CIOF, said: “These surveys are an opportunity for fundraisers and leaders across the UK to help shape the future of our profession.
“Whether you are just starting your fundraising career, leading a team, or shaping organisational strategy, your perspective matters. The more voices we hear, the stronger the picture we can build together.
“This is about helping create a fundraising profession that is more inclusive, resilient and sustainable – one where people can thrive and where organisations are better equipped to support them.”
