More than one in five people have already including a charitable gift in their will or are planning to do so, according to a survey released to promote Remember A Charity Week (7-13 September).

The survey also found that a third of people highlighted helping others in times of need as an important part of the way they view their legacy.

The Remember A Charity consortium, which is organising the week of legacy promotion, says that the findings show the “importance of positions gifts in Wills within the broader motivations that drive supporters to give” and of “connecting legacy giving with the causes, values and personal experiences that people want to carry forward”.

The consortium had previously highlighted the importance of a “values led approach” to legacy discussions in guidance it issued last month to financial advisors for wealthy individuals.

This said that “philanthropic conversations can be deeply personal, providing opportunities to build rapport” urging advisors to “tailor the conversation to your client’s needs, circumstances and interests”.

'Unique and quirky' campaign

This year’s Remember A Charity Week includes a focus on “the unique and quirky” memories of loved ones.

The aim of this year’s quirky theme is to “reach and engage with new audiences” and “normalise legacy conversation”, according to the consortium.

The campaign is also being backed by Benidorm and Coronation Street actor and author Sherrie Hewson, who has raised thousands of pounds for cancer charities after losing her brother to a glioblastoma brain tumour.

“For me, legacy isn't about what we leave behind for ourselves, it's about the impact we have on others,” said Hewson.

“It's about keeping alive the memory of the people we love and supporting the causes that matter to us. That's why I believe leaving a gift in your Will is such a special thing to do. It's a way to make a difference that can continue long into the future.”

Remember A Charity director Lucinda Frostick added: “For most people, legacy isn’t about fame or fortune. It's about the people they love, the difference they make to others and the values they want to pass on.

“That provides a powerful context for charities when talking to supporters about gifts in wills. Legacy giving is ultimately about what people care about and the impact they want to have beyond their lifetime.

“Gifts in ills are already generating billions of pounds for good causes every year, funding vital services and enabling charities to plan for the long term.

“Remember A Charity Week is an opportunity to bring that impact to life, while encouraging more people to consider leaving a gift to a cause they care about.”

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