Survey: how do hospices approach legacy marketing?
Howard Lake | 12 May 2021 | News
Legacy Futures and db associates are undertaking research into how hospices approach legacies and legacy marketing.
Previous research has indicated that hospices are falling behind other charities in the healthcare sector in terms of the growth of legacy income, and that hospices’ investment in legacy marketing is lower than other charities.
This survey will compare the attitudes and perspectives of hospices to the wider charitable sector, as revealed in the Strengthening Charities’ Resilience with Legacies – Legacy Foresight report undertaken last year. Some of the headline findings from that report are that:
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- The proportion of wills with a charitable bequest rose by 24% in the last 10 years
- The number of wills with charitable bequests is forecast to grow by 23% in the next decade
- Legacy income is set to double by 2050
- 1,600 charities received a legacy for the first time in 2019
- 65% of respondents said that legacies are a top fundraising priority
- 62% are increasing their legacy marketing budget in the current year.
David Burland of db associates said:
“With predictions of legacy income continuing to increase in the next decade but also much increased competition amongst charities, it is really important that hospices carefully consider their strategies.”
Hospice fundraisers as well as senior directors and trustees are invited to contribute their experiences and views by 28 May 2021.
Photo by Bret Kavanaugh on Unsplash
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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.