Remember A Charity’s most recent research shows that many people first write a charity into their will in their 40s – decades before their gift is realised. While legacy fundraising has always been a marathon, not a sprint, this really highlights just how long that stewardship journey can be.
What charities do now – and how they nurture their supporters – could indeed determine their future many years down the line.
Building a connection
While thoughtful stewardship is essential for building the deep bond between a supporter and a cause that can lead to a pledge, it is once someone has made that pledge that the real work begins.
A legacy decision can last for decades, during which time a supporter’s circumstances and priorities may change. To stay included in their will, a charity must remain relevant and present in their lives. That requires more than occasional newsletters or polite thank you cards – it means building a relationship that lasts.
Thanking pledgers
So, what does long-term pledger stewardship look like in practice? One thing charities should do is thank pledgers warmly and often. Do not just acknowledge a pledge once and move on.
Simple gestures like a handwritten card, a personal phone call, or an invite to an exclusive event can all help to remind supporters that their future gift is valued – and what an impact it could make, while out-of-the-blue thank you calls with no agenda at all help to build trust. Campaign moments like Remember A Charity Week offer another opportunity to thank and celebrate pledgers alongside encouraging new ones.
Sharing what matters most
Charities should also ask donors what their pledge means to them and track their interactions carefully. A short card or email linking to something they mentioned in a past chat shows that the charity has listened and builds trust.
Just as importantly, use a supporter’s preferred communication channels. For RNIB, this means prioritising accessibility, offering thank you cards in Braille, and audio messages.
Legacy supporters consistently tell us they care about tangible progress and local impact, so we make sure we offer timely updates and, wherever possible, share powerful beneficiary stories, which can be so effective in bringing it all to life.
No matter what size a charity is, we all have stories of what either has been done or could be done thanks to support from gifts in wills. Providing updates on a campaign they supported or a story they once engaged with also helps to keep legacy supporters connected emotionally.
Providing a named contact pledgers can approach with questions or concerns can make all the difference, creating reassurance and continuity. So, wherever possible, charities should not pass supporters around departments.
Creating a sense of belonging with relevant events
Legacy circles or pledger events can help supporters feel part of something bigger, giving them the chance to connect with others who have pledged and strengthening their pride in their decision.
Charities should make sure these events are meaningful by tying them to their cause. If a charity has a great venue or a site people can visit, that can be really helpful, but if not, do not worry. This does not have to be costly: at RNIB, we have held some great events in libraries.
Another way of making events relevant and memorable can be to invite a pledger to share their story, particularly if they have benefitted from a charity’s services.
Each of these actions tells the pledger: “We know you; we value you; and your future gift matters.” And because legacy supporters are particularly sensitive to insincerity, every contact must be genuine. If charities are authentic and relevant, they will be remembered.
A long, shared journey
One of the most overlooked truths is that pledgers are not guaranteed. People change their minds, update their wills, or even forget to include a charity despite their intentions.
In many cases, keeping a pledger is harder than acquiring one. That is why consistent, meaningful stewardship is essential.
Ultimately, stewarding pledgers is less about perfect timing and more about showing up, time after time, with the same sincerity, messaging and values that inspired the supporter to include a gift in their will in the first place. Done well, legacy stewardship is a long, shared journey that brings genuine value and deeper connection to both sides.
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