# fastmap research examines how benefitting from a charity affects legacy giving

- Link: https://fundraising.co.uk/2019/07/30/fastmap-research-examines-how-benefitting-from-a-charity-affects-legacy-giving/
- Published: 2019-07-30T09:30:35+01:00
- Author: Melanie May

**British Lung Foundation and National Autistic Society top a new table by fastmap
and Freestyle Marketing that shows the effect the perception of personally benefitting
from a charity has on supporters’ desire to leave a legacy.**

_[The Importance of Helping Stakeholders](https://www.fastmap.com/legacy-performance-analysis-02/)_
was compiled by [fastmap](https://www.fastmap.com/) and [Freestyle Marketing](https://www.freestylemarketing.co.uk/).
They looked at a sample of 10,000 people aged over 50 and the charities they support
as well as which ones they would leave a legacy to, correlating this against two
motivations to leaving a legacy:

 * They have helped me in the past/helping me now 

 * They helped or are helping people I care about 


fastmap then indexed this data against 84 different charities to create the ranking,
which puts [British Lung Foundation](https://www.blf.org.uk/) and [National Autistic Society](https://www.autism.org.uk/)
at the top. Overall, the league table is dominated by health and cancer charities
with smaller charities also amongst the top performers. 


## Advertisement

 [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/)

 

 [⌊fastmap stakeholder research⌉](https://wfay6x.infiniteuploads.cloud/2019/07/Screen-Shot-2019-07-29-at-11.56.45.png)

 

However, fastmap also found that that the reality of who directly helps and who 
doesn’t is not necessarily reflected in the supporter perspective. Having an emotional
connection with a charity also plays a big part in influencing whether a supporter
wants to leave a legacy gift.

Macmillan is ranked 19th in terms of the charities that people have benefitted from
for example, while Cancer Research UK is 38th. Fastmap points out that while this
feels logical as CRUK is not in the “care” sector, this isn’t a consistent outcome
as research charities Prostate Cancer UK and Institute of Cancer Research are ranked
6th and 7^(th): higher than Macmillan.

The emotional connection is not just limited to health or cancer charities: PDSA
is the highest-ranking animal charity, taking 11^(th) place with an index of 174:
a reflection of what they do, helping animals that supporters care about.

The report states:

> “Emotional, practical and instinctive support, even if that is not actually the
> direct objective of your cause, could be seen as one of the reasons for leaving
> you a legacy.
> “Whilst the supporter perspective is not a surprise it reinforces the importance
> of emotion in legacy decision making. It also reinforces understanding the importance
> of understanding the legacy choices your supporters are making and how you need
> to really understand this in developing your legacy proposition and your legacy
> messaging.”

 * **[Changes at Probate Registries leading to bequest notification delays](https://fundraising.co.uk/2019/08/14/changes-at-probate-registries-leading-to-bequest-notification-delays/)**(
   14 August 2019)
 * **[Misconceptions over Wills & inheritance remain barrier to legacy giving](https://fundraising.co.uk/2019/09/12/misconceptions-wills-inheritance-remain-barrier-to-legacy-giving/)**(
   12 September 2019)
 * **[Legacy drop hits Queens income](https://fundraising.co.uk/2019/10/07/legacy-drop-hits-queens-income/)**(
   7 October 2019)

![Loading](https://fundraising.co.uk/wp-content/plugins/page-views-count/ajax-loader-
2x.gif)