# A new era of legacy leadership

- Link: https://fundraising.co.uk/2008/08/30/new-era-legacy-leadership/
- Published: 2008-08-30T16:25:57+01:00
- Author: Howard Lake

Every so often, there comes a chance to make a big difference, somewhere, somehow.
For, legacies its right here, right now – but it needs a new era of leadership.

At first glance, times are about to get hard for legacy fundraising. Trapped by 
the way the economy performs, income is likely to fall in the short term. Values
in properties are falling and this could hurt us all badly. Values are one thing–
the number of people who leave a gift in their will is another. Whilst we all fight
for a smaller share of a seemingly shrinking market we could all be forgiven for
thinking this was the time to quietly shuffle off and hide somewhere. Actually, 
I believe its the opposite. As the death rate declines and then starts to increase
we have a real opportunity to invest in transforming the future legacy landscape.

Firstly, we need to explain, reasure and convince our supporters – all our charity
supporters who still don’t get it. They need to feel ok about it, understand what
to do, know that their family comes first and that’s ok, understand its for everyone
not just the rich, and believe that a small gift of what ever is left will make 
a huge difference – to their cause and for them. They need to be motivated to take
action. Secondly we need to expand the market. To reach out to a new generation 
and educate them to turn legacy giving into a new social norm. Thirdly, we need 
to all become legacy fundraisers – a skill that every one should understand through
simple knowledge, tools and confidence. Fourthly, we need to focus on what works–
stopping what doesn’t and sharing and promoting best practice. Finally, to make 
this happen the sector needs to speak and act together. This is a time for collaboration.
This is a time when senior leadership – CEO’s, trustees, directors of fundraising
understand the challenge and invest -a strategic investment together to change the
landscape. Leaders, fundraisers, charities can’t hide from this. Its no good leaving
it to a few. If everyone gets these challenges and is prepared to lead together 
vocally, positively, proactively then with a new era of leadership we can make that
difference.

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