Legacy giving has long been one of the most powerful drivers of charity income in the UK. Gifts in Wills contribute over £4bn annually, and demand is only set to grow as more people look for meaningful ways to leave a lasting impact. Yet despite this, legacy fundraising is still under-promoted and, in many cases, limited to existing supporters.
A recent Decision Marketing article highlights our partnership with the Production Hub on a collaborative legacy mail campaign, designed to bring charities together and amplify their reach. Most charities do promote legacy giving to their existing donors, but the real growth lies in reaching new audiences: people who don’t yet have a Will but are at life stages where planning ahead, and giving back, are front of mind.
That’s where PDV’s data-led approach comes in. We collect first-party data directly from UK consumers, identifying those who are both considering a Will and open to charitable giving. By understanding key life-stage triggers, like buying a home, retiring, or becoming a caregiver, we can connect charities with the right people at the right time.
And why direct mail? Because physical mail is trusted, personal, and engaging. It connects consumers in a way digital often doesn’t. In partnership with The Production Hub, we deliver this through a cost-effective, multi-charity booklet format, enabling charities to collaborate, reduce costs, and maximise response.
The benefits are two-fold:
- Driving uptake of free Will services
- Building a stronger pipeline of legacy prospects and long-term supporters.
Legacy giving isn’t just about tomorrow’s income; it’s about ensuring sustainability today. With data-driven targeting and proven channels like direct mail, charities can unlock one of the biggest growth opportunities in fundraising.
Get in touch to start your legacy campaign
