Research by Legacy Futures has been published.
A new survey has shed light on the challenges and needs of professionals in legacy and in-memory fundraising.
The research, conducted as part of Legacy Futures’ ongoing commitment to supporting the charity sector, follows on from their Recruitment and Retention Report published in 2024, and highlights significant knowledge gaps and training requirements among fundraising professionals.
Survey responses revealed that many professionals struggle to secure the resources they need to run their programmes effectively, with time and budget cited as key challenges. Understandably, most time is spent on acquiring and stewarding supporters, with only 10% of time available for internal advocacy.
The survey also revealed significant knowledge gaps in critical areas such as using data to support legacy programmes. While 91% of respondents thought that data knowledge was very/extremely important, only around half (54%) rated their level of knowledge on the subject as good or excellent.
Similarly, 88% of respondents believed it was very/extremely important to understand donor motivations, although 28% of respondents did not regard their knowledge in the subject as good/excellent.
There is also a clear demand for expert-led training. The majority of respondents emphasised the importance of high-quality content delivered by experienced professionals, with 53% favouring a hybrid learning approach that combines in-person and online sessions. 70% of respondents would choose regular training sessions, around half would also opt for intensive and one-to-one training, and only around one fifth preferred training sessions with colleagues.
Around three quarters (74%) of respondents reported that it was extremely or very important for training to provide them with opportunities to advance their career. Only around 20% said it was extremely/very important to them to achieve a formal qualification.
Ashley Rowthorn, CEO of Legacy Futures, said: “Our survey highlights the growing need for comprehensive training that not only enhances individual skills but also empowers teams to build a strong legacy giving culture within their organisations.
“The findings point to a broader need for senior leaders within charities to better understand the dynamics of legacy fundraising. Without this understanding, the responsibility for securing resources and advocating for internal support often falls disproportionately on the shoulders of legacy fundraisers.
“Addressing this challenge will be essential for charities looking to take full advantage of the expected long-term growth legacy giving while ensuring supporters receive the experience they deserve.”
Legacy Futures will use the insights from this survey to refine and expand its training offerings, ensuring they align with the real-world challenges and aspirations of fundraisers.
