# Countdown Word Expert Explores Legacy Terminology Alternatives

- Link: https://fundraising.co.uk/2009/07/28/countdown-word-expert-explores-legacy-terminology-alternatives/
- Published: 2009-07-28T15:27:46+01:00
- Author: Howard Lake

![](https://www.fundraising.co.uk/files/images/newswire/SusieDent.jpg)

 

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.

 

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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.

 

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.

 

###-ENDS-###

 

MEDIA ENQUIRIES

Remember A Charity Press Office:

Diana Mackie Tel. 020 7840 1027/ 07793 802953

email: pr***@**************************rg.uk

 

 * **[Time to nudge](https://fundraising.co.uk/2009/08/09/time-nudge/)** (9 August
   2009)
 * **[Legacy Fundraising Basics](https://fundraising.co.uk/2009/08/27/legacy-fundraising-basics/)**(
   27 August 2009)
 * **[The language of bequest](https://fundraising.co.uk/2009/08/31/language-bequest/)**(
   31 August 2009)