# In-memory givers three times more likely to make legacy pledge

- Link: https://fundraising.co.uk/2020/01/22/in-memory-givers-three-times-more-likely-to-make-legacy-pledge/
- Published: 2020-01-22T09:00:22+00:00
- Author: Melanie May

**People who have given in memory are three times more likely to make a legacy pledge
according to research carried out by Legacy Foresight for its In-Memory Insight 
programme.**

Benchmarking data from 22 learning circle member charities revealed that supporters
with a known in-memory connection were three times more likely to pledge a legacy
to the charity – and twice as likely to be legacy prospects – than standard regular
donors giving via direct debit or standing order.

Legators who had a known in-memory connection to the charity also left bequests 
of significantly higher value. The average value of a residual legacy for a known
in-memory supporter was two thirds higher than for a supporter with no known in-
memory connection. For pecuniary legacies, former in-memory supporters left double
the amount.

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Further data from[](https://www.legacyforesight.co.uk/) surveys covering 4,000 adults
revealed that a high proportion of legacy donors (2 in 5) had at least one in-memory
gift in their will and that 3 out of 5 in-memory legacies had been preceded by in-
memory support of a charity. Donations had often been made at or after a funeral–
some were of substantial value.

In addition:

 * Three-quarters of all in-memory legacies were to health charities; double the
   percentage for all legacies
 * In-memory legacies were more likely to be pecuniary than all legacies (70% vs
   61%) – possibly because these donors were also more likely to have children
 * Most legacies had been left in memory of partners, parents and in-laws, although
   friends had also been remembered

Sue Pedley, Head of Donor Research at [Legacy Foresight](https://www.legacyforesight.co.uk/),
said:

> “We know that an in-memory motivated gift can bring significant benefits, both
> to a donor and the charity, including focus and a therapeutic outlet for grief;
> a new reason to get in touch and the inspiration for continued engagement. But
> there is now hard evidence to show that an in-memory relationship with a charity
> may also lay the foundation for a legacy gift.
> “This research proves how important remembrance is as a motivation for legacy 
> giving. We hope that this evidence will help make the case for greater, more thoughtful
> investment in in-memory fundraising throughout the sector.”

In-Memory Insight is an ongoing programme to map, measure and research in-memory
giving and fundraising. It sees Legacy Foresight work with a learning circle of 
over 50 charities who agree to pool their budgets, experiences and data to help 
build evidence and insight.

 * **[Charity benefits from €10 million legacy](https://fundraising.co.uk/2020/02/17/charity-benefits-from-e10-million-legacy/)**(
   17 February 2020)
 * **[Legacy consideration rises 10% in a year but not all charities keeping up with changing market](https://fundraising.co.uk/2020/02/24/legacy-consideration-rises-10-in-a-year-but-not-all-charities-keeping-up-with-changing-market/)**(
   24 February 2020)
 * **[New forecasts suggest more dramatic decline in legacy incomes this year](https://fundraising.co.uk/2020/04/28/new-forecasts-suggest-more-dramatic-decline-in-legacy-incomes-this-year/)**(
   28 April 2020)

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