Fundraising
Legacy giving
Formal definition
Legacy giving is a charity fundraising term for increasing supporter retention and lifetime value through better proposition and stewardship design.
What this actually means for you
Use Legacy giving to guide live decisions: connect ask strategy to segment behaviour, response history, and stewardship capacity, with ownership and reporting agreed before campaign launches and supporter comms updates.
Example: In a live quarterly cycle, Legacy giving is applied like this: the appeal team tailors ask ladders by segment and adjusts follow-up timing based on response trends. The team then records the decision trail in team templates, reporting packs, and operating checklists.
Related guides and whitepapers
Read deeper guidance and implementation detail connected to this term.
How a small UK charity can launch a credible legacy giving programme this quarter without a fundraiser, a glossy brochure, or a long delay before action.
How UK charities can run marathons, treks and cycle rides at scale without burning out the events team. A practical playbook for sustainable challenge events.
The practical digital basics every UK charity shop should have by 2026: EPOS, gift aid capture, stock visibility, online resale and reporting that holds up.
Most cases for support read like a charity brochure with prices added. The structure, voice and evidence that move donors and trusts from interest to a gift.