Countdown Word Expert Explores Legacy Terminology Alternatives
Howard Lake | 28 July 2009 | News
Remember A Charity has enlisted the support of the resident word expert from Channel 4’s Countdown programme, Susie Dent, for its current consumer campaign.
The campaign is aimed at raising awareness of charitable gifts in wills. Susie Dent is working with the charity consortium to explore alternative terms for the word ‘legacy’ and to provide insight into why the ‘legacy language’ is acting as a barrier to giving.
According to research carried out for Remember A Charity by TNS Social in 2008, the word ‘legacy’ is largely misunderstood amongst the general public and has negative connotations with the wealthy, death, wills and even eccentricity.
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According to Susie Dent:
“We know that the language involved in leaving a donation to charity is putting people off, and it may take just a simple step to put it right. ‘Legacy’ is conjuring up all the wrong associations: if we can find the right words to show people how even the tiniest gift can make a difference, then the power of language can be put to hugely beneficial use.
“’Legacy’ suggests wealth and celebrity. Perhaps a new, tongue-in-cheek coinage like ‘inshareitance’ would get people talking, while simpler nouns such as ‘gift’ or ‘lifeline’ might sound more encouraging and straightforward. And, if we prefer not to dwell on thoughts of death, a touch of humour might help – ‘pay-as-you-go’ could raise a smile or two’.”
Commenting on the findings Stephen George, Chair of Remember A Charity and Head of Legacies at NSPCC said:
“Gifts in wills to charity are so important as they represent the single biggest income stream for UK charities – large and small.
“Sadly it seems the term ‘legacy’ is acting as one of the barriers to giving and is perpetuating the idea that leaving a gift to charity is not a normal thing to do. We want to reassure people that it is a normal and rewarding thing to do, whatever the size of the gift is that is left.”
The activity was carried out to support Remember A Charity’s current awareness campaign into charitable legacies, which aims to normalise leaving gifts in wills and create talkability.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.