New ad campaign urges the public to get involved in legacy giving

Charities across the UK have come together to encourage people to do lasting good by leaving a gift in their will.

Voluntary groups have joined with together with legal firms, campaign partners, celebrities and others to celebrate the power of legacy giving on Remember A Charity Week (9-15 September), and to inspire the public to consider legacy giving

With a new ad campaign landing on digital channels and in select print titles from the start of the week, Remember A Charity is also launching an interactive map and a consumer report, showcasing the impact of charitable gifts in wills. 

The Great Map of Willanthropy demonstrates the breadth and diversity of causes supported through gifts in wills, enabling people to click through and explore charitable services in their area and beyond.

The map is accompanied by the report ‘A Nation of Willanthropists’, which highlights the importance of legacies for a growing number of charities, such as:

• British Heart Foundation, where gifts in wills contribute to over 50% of the charity’s research to save and improve lives, keeping hearts beating across the UK.
• Young Sounds UK, which was founded through a charitable gift in a will. That gift has funded more than 5,000 talented young musicians from low income families.
• Children’s Hospices Across Scotland (CHAS), where gifts in wills from the charity’s kind-hearted supporters pay for the care given to one in every six children.

Throughout the week, Remember A Charity will be celebrating the increase in legacy giving on charitable causes, while highlighting the potential for further growth.

Currently, 15% of wills at probate include a charitable gift, raising £4 billion a year for good causes.

Remember A Charity estimates that, if this figure were to rise to 20% of wills at probate, it could unlock an additional £1.3bn in vital annual funding, making a transformative difference to charities nationwide.

Among the celebrities backing the campaign is Debbie McGee.

She said: "For me, it’s not just about giving money; it’s about creating a lasting legacy that reflects the values and passions that have been important in our lives. I hope that by sharing my story, I can inspire others to think about how they might leave a meaningful gift to a cause that matters to them."

Remember A Charity’s ad campaign builds on last year’s Be Remembered theme, with a series of videos, an audio ad and still imagery, all celebrating the hobbies and quirks that people will be remembered for as well as the charities they support in their will. See the advert here.

The campaign features Owen, known for his prowess on the dancefloor; Geoff, and his impressive gnome collection; and Jackie, whose bowl haircuts are legendary, alongside Arthur with his love for the shipping forecast.

Lucinda Frostick, director of Remember A Charity, added:"Remember A Charity Week is a wonderful time of year where we can draw together a wide range of audiences and voices to inspire supporters to leave a charitable gift in their will, helping to sustain good causes and services for beneficiaries long into the future.

“We are hugely grateful to all the legal firms, campaign partners and supporters, who are sharing the legacy message far and wide during the week. By sharing a mix of warm, humorous and informative campaign content, we hope that this year’s campaign will win both hearts and minds, inspiring supporters across the UK to take action and leave a gift in their will.”