Inspiration from The Legacy Showcase

This free resource has been curated to promote and encourage great legacy campaigns. We’re delighted to partner with Legacy Futures and SOFII on this initiative, aiming to grow this collection of inspirational legacy campaigns from charities around the world.

So far, The Legacy Showcase comprises 18 short videos, each just a few minutes long, presented by champions from the field of legacy fundraising. Talking us through their favourite legacy campaigns from the UK, Ireland, Australia, Belgium and the Netherlands, they explain why they find their chosen campaign so powerful, innovative and inspirational, sharing their tips and lessons to pass forward. And if you would like to add a campaign to the showcase – you can nominate one of your own.

Campaigns already covered are diverse in their content, from funny to emotional and breath-taking. They demonstrate the breadth of ingenuity and originality, creativity and the range of media used in legacy fundraising to date. Champions and their chosen charities appearing in the first batch of videos include:

Craig Fordham, Director of Legacies, Macmillan Cancer Support, talking about a ‘beautifully simple’ campaign from Dogs Trust as a lesson in authenticity and real stories.

Emma Hazlewood, Head of Legacy Development, National Trust, praises many legacy fundraisers will turn to for ideas and lessons to inform their own work.”

Centrepoint for including beneficiaries in the building of their campaign, resulting in powerful messaging that challenges perceptions and builds strong empathy from the outset.

Dr Lucy Lowthian, Gifts in Wills Consultant, Legacy Voice, shares her thoughts about using positivity and upbeat energy, citing a Battersea Dogs & Cats Home TV ad as a great example with its ‘life rather than end of life’ messaging.

Meredith Niles, Chair of SOFII says:

“SOFII is thrilled to be working with Legacy Futures on this project, it aligns perfectly with our mission of providing free inspiration for fundraisers, and we know that SOFII readers are always looking for ideas when it comes to developing or improving their legacy programmes. We hope that this evolving collection will spark joy, interest and innovation for legacy fundraisers the world over.”

The Legacy Showcase collection of videos is created and hosted by Legacy Futures, shared by SOFII and Remember A Charity in our members’ area, which features a bank of resources and tools for legacy fundraisers.

Our Director, Lucinda Frostick, adds:

Ashley Rowthorn, CEO of the Legacy Futures group, explains:

“The legacy market is growing fast with more charities than ever recognising the value of this form of income for a sustainable future. So too, the market is becoming increasingly competitive and legacy campaigns will need to work harder and harder to gain cut through. With this Legacy Showcase we want to champion great campaigns created by legacy fundraisers all over the world to in turn inspire more creativity and innovation in the future. I hope this collaborative effort will provide an invaluable resource that

“One of the things that’s so inspiring about the legacy fundraising community is the willingness to collaborate and share learnings, and that’s surely the best ways we can accelerate growth and innovation in the field. The Legacy Showcase is a hugely positive resource and we’re delighted to support another key project that champions the wonderful world of gifts in Wills.”