Charities unite across the world to grow legacy giving

Across the world, charities are uniting throughout September to highlight the impact of charitable bequests. Legacy giving is an increasingly popular way to give, driving billions of Euros in voluntary income and funding vital services across Europe.

The network of 16 national legacy consortia (bridging Europe, Canada, Australia, South Korea and beyond) collaborate in a unique social movement that aims to grow and normalise legacy giving. While each campaign has its own message and timeline to fit the national environment within which they operate, International Legacy Day on Sunday 13 September 2020 sees charities from all parts of the globe come together to say the world’s biggest thank you to those who have left gifts in their Will.

With social distancing restrictions still in place across many markets, this ‘thank you’ message and broader legacy awareness campaigns are being delivered through a range of channels including digital, press and broadcast media, email and advertising. Highlights from several national markets are included below.

UK and Australia

In the UK and Australia respectively, Remember A Charity and Include A Charity are currently running week-long promotional campaigns, providing digital collateral and resources for charity members. Now in its 20^th year, Remember A Charity has launched a campaign starring The Wombles – iconic children’s screen characters from the 1970s – in an animated promotional video. The campaign is being widely shared on digital channels by charities, solicitors and the public. In its first day alone, the campaign achieved a reach of 4.6 million, with over 1,000 social posts mentioning #RememberACharityWeek.

Italy

Testamento Solidale in Italy is presenting new research into the legacy market in a study that explores Italians’ views on solidarity, featuring expert insights from a psychologist, sociologist and economist. The 10 top legacy questions will be addressed in a series of videos recorded by notaries, which will also be promoted during the campaign. A new website launch, social media and promotional campaign will ensure the message gains reach.

Netherlands

Although the Dutch campaign (toegift.nl) runs all year round, its three key moments for public awareness are September, November and February. 2020 – the fourth year of the campaign – brings a change in media strategy. Although the campaign will still air on TV and radio, more investment is being put into online promotion, particularly social media channels. A new campaign website will focus on the inspirational side of leaving a legacy, over and above the practicalities of doing so.  

Ireland

In Ireland, My Legacy will run its annual awareness campaign ‘My Legacy Month’ throughout November. This campaign comprises a PR campaign with an ambassador and our legal spokespersons, a paid and search digital campaign over two months and providing all our member charities with a media toolkit to help amplify their own campaign message.

Belgium

Aiming towards a ‘corona proof’ strategy, the Belgian campaign will be promoted via Facebook, print advertising, radio and TV. For International Legacy Giving Day, testament.be is providing all its member charities with personalised MERCI cards to send to legacy pledgers. The provision of a free legal guide to Will-writing is bolstered with a series of face-to-face legal information sessions (webinars) and a helpdesk, providing practical support for those considering leaving a gift in their Will.  

Behind the scenes, a series of thematic charity workshops will be introduced for communicating with potential legators, and covering the legalities around legacy giving, complimenting their ongoing memb programme of bespoke legacy consultations and team training.

Norway

The Norwegian campaign, Det Gode Testament, launched at the end of August with 41 national nonprofits coming together to promote the theme of inheritance and Wills. The aim of the campaign is to build knowledge of testamentary gifts and testamentary freedom, encouraging more Norwegians to write a Will – only 10% of Norwegians currently do.