# Octopus Legacy’s Spring Free Will campaign raises over £15 million

- Link: https://fundraising.co.uk/2025/05/28/octopus-legacys-spring-free-will-campaign-raises-over-15-million/
- Published: 2025-05-28T11:09:00+01:00
- Author: Howard Lake

**Octopus Legacy’s recent Spring ‘Free Will’ campaign raised £15.2 million in future
pledged income for its charity partners.**

The campaign involved over 100 charity partners. It aimed to help those without 
an up-to-date will choose the right kind and then complete it, with the opportunity
to include a gift to charity if they wished.

Over two months the Spring campaign raised an average of **£150,000 per charity**,
up from an average of £100,000 per charity in the last campaign in Autumn 2024. 
The number of wills written increased too: the campaign saw a **115% increase** 
in wills written compared with its Autumn 2024 campaign and a **442% increase** 
when compared with its [campaign in Spring 2024](https://fundraising.co.uk/2024/05/03/free-will-campaign-sees-millions-pledged-more-sector-supplier-news/).

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The campaign generated at least one pledge for 93% of Octopus Legacy’s partner charities.

## Partnering with charities to promote leaving a gift in wills

The campaign offers charities co-brandable assets and resources to help them promote
the offer to their own audiences. Octopus Legacy helps them extend their reach through
social media ads, affiliate and corporate partners, as well as testing new channels
and sharing insights.

Octopus Legacy also secured coverage of the campaign in The Independent, Money Saving
Expert and on ITV’s Martin Lewis’ Money Show Live.

Cherie Hope, Legacy and In Memory Manager at Sands, the baby loss charity, said:

> “Partnering with Octopus Legacy on the campaigns has helped us to reach a new 
> audience we wouldn’t have been able to tap into ourselves. During the Spring 2025
> campaign, we raised an estimated £700k in future legacy income.” 

Octopus Legacy’s Founder and CEO Sam Grice said:

> “Through our recent Free Wills Campaign and working with our charity partners 
> we’ve raised over £100 million for charity and helped thousands of people build
> their legacy. We’re incredibly proud to be working with so many brilliant charity
> partners and to be helping more people realise the lasting difference they can
> make through a simple, thoughtful act.”

The campaign will run again in Autumn from September to October 2025. Find out more
about the [Octopus Legacy free will campaign](https://octopuslegacy.com/charities).

 * **[Legacy Fundraising: new book from CAF](https://fundraising.co.uk/1998/04/14/legacy-fundraising-new-book-caf/)**(
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 * **[Burnett Works to develop legacy campaign for Sense](https://fundraising.co.uk/2005/05/18/burnett-works-develop-legacy-campaign-sense/)**(
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 * **[Charity to scoop €10 million](https://fundraising.co.uk/2005/06/22/charity-scoop-e10-million/)**(
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