Asking for legacy gifts can feel daunting, but with the right approach it becomes an opportunity to build deeper relationships with donors while securing your charity's future. Donors who make a gift in their will often feel a stronger connection to your work, and their regular giving tends to increase as a result. This is your practical guide to having these conversations with confidence.
In this article:
Legacy gift vs permanent endowment: the UK difference
Before using the word "endowment" with a UK donor, it is worth being precise. A legacy (also called a gift in a will) is the everyday term in UK fundraising: a pecuniary legacy (a fixed sum), a residuary legacy (a share of what remains after other bequests), or a specific legacy (a named asset). These are the gifts that sustain Cancer Research UK, Macmillan, the RSPCA, and thousands of smaller charities year after year.
Permanent endowment is a separate legal category under the Charities Act 2011: capital that your charity is legally required to preserve, spending only the income generated. Most fundraising conversations are about legacy gifts, not permanent endowment. If a donor does want to create restricted capital, involve your trustees early and, where needed, seek a Charity Commission order or resolution (Charity Commission for England and Wales). Note that the Charities Act 2022 relaxed some permanent endowment rules, giving trustees more flexibility in certain circumstances.
Why legacy gifts matter for UK charities
Legacy gifts provide a lasting source of voluntary income for charities of every size. For many well-known UK charities, gifts in wills represent one of the largest single components of their voluntary income each year. For smaller charities, even one or two well-cultivated legacies can fund a year of core work or bridge a funding gap between grants.
The Inheritance Tax picture is genuinely good news for donors. Under current UK law, charitable legacies are exempt from Inheritance Tax. The standard IHT rate is 40% on the value of an estate above the nil-rate band (£325,000 at the time of writing). Where a donor leaves at least 10% of their net estate to charity, the IHT rate on the taxable remainder reduces from 40% to 36% (HMRC Inheritance Tax and gifts to charity; Charity Tax Group). This means the conversation is genuinely low-pressure: a donor's family may end up no worse off, and possibly better off, than if the legacy were not made. Donors should always speak to their own solicitor before finalising a gift in a will.
Note: Gift Aid does not apply to legacy gifts. Legacies are treated under Inheritance Tax rules, not Gift Aid.
For Scottish charities, registration is with the Office of the Scottish Charity Regulator (OSCR) rather than the Charity Commission; legacy solicitation rules are otherwise consistent with the Code of Fundraising Practice. Northern Ireland charities register with the Charity Commission for Northern Ireland (CCNI).
💡 Remember: most legacy gifts are planned for the future. This is not a conversation about asking for money today.
Run a legacy conversation in six steps
- 1. Make the appointment. Schedule a time to meet your donor and open by expressing genuine gratitude for their past support.
- 2. Thank them. Begin the conversation by thanking them for their time and their commitment to your charity's mission. Keep it warm and specific.
- 3. Prepare and research. Before the meeting, review what you know: the date of their first gift, how long they have been involved, other causes they support, and any notes from your supporter database (Beacon, Donorfy, or whichever CRM your charity uses). Prepare two or three thoughtful questions: "What first drew you to support us?" and "Which part of our work means the most to you?" Also confirm that you have a lawful basis under UK GDPR to hold and use the personal insights you plan to reference. The Code of Fundraising Practice (effective 1 November 2025) sets out clear expectations for legacy fundraising, including honesty, no pressure, and full respect for the donor's autonomy.
- 4. Have the conversation. Focus on understanding their values and what they care about most. Share how a gift in a will aligns with the impact they want to have. When the moment feels right, make the ask simply and directly: "Have you ever thought about leaving a gift to [Charity name] in your will? Even a small percentage can help us continue this work for years to come."
- 5. Thank them again. Whatever their response, thank them sincerely for their time and for considering the question. A refusal today does not close the door; stewardship continues regardless.
- 6. Follow up. Record the conversation in your supporter database with the donor's consent, note any signals about their intentions, and keep the relationship going with regular, meaningful contact.
Sharpen the skills that land a legacy ask
Active listening
Understand your donor's history, values, and motivations before you arrive. During the meeting, pay close attention to what they say and to the way they say it. A donor who speaks with emotion about a particular programme is telling you where a legacy gift would mean the most.
The ask itself
Build rapport before making the ask. Frame the legacy as an opportunity to create something lasting, not as a transaction. Use simple, direct, and confident language. Avoid jargon; avoid pressure. The Fundraising Regulator Code requires that no benefit accrues to the fundraiser from the gift and that careful records are kept throughout.
Practice makes it natural
Practise the conversation with board members, colleagues, or trusted volunteers before you have it for real. Each rehearsal builds confidence and sharpens your instinct for when to ask and when to listen. These conversations do become easier over time.
Pro tips for success
- Start with your most loyal supporters. Donors who have given for five or more years already believe in your mission. They are the right place to start.
- Keep it low-pressure. Remind donors that most legacy gifts take effect in the future and will not affect their current finances or family circumstances.
- Celebrate their vision. Emphasise how their gift will sustain the work they care about long after the immediate fundraising campaign is over.
- Steward every legacy pledge seriously. If a donor makes a legacy commitment, thank them in your annual impact report, in person, and through other communications. Aim for at least four meaningful touchpoints a year.
- Record every conversation. Note the discussion in your supporter database with the donor's consent under UK GDPR. Legacies typically mature over 10 to 20 years; the record you create today will outlast the fundraiser who made it.
Signpost UK donors to free will services
Many UK donors are open to a legacy gift but have not yet updated their will. You can help by signposting free services without recommending a specific commercial provider. Remember A Charity (rememberacharity.org.uk) is the UK's leading legacy giving consortium and coordinates free will-writing campaigns with member charities. Free and low-cost will-writing services are also offered through a number of charity-partnership programmes. Encourage your donor to speak to their own solicitor (a qualified lawyer regulated by the Solicitors Regulation Authority) or to explore one of these services as a next step. The Chartered Institute of Fundraising (CIoF) Legacy Fundraising Special Interest Group is a useful resource for fundraisers building or professionalising a legacy programme, as is NCVO for broader sector guidance.
Example legacy conversation
"I'm so glad we had this chance to speak. Your support over the years has made a real difference to our work. I'd love to hear what keeps you so involved with us. As we think about the future, have you ever considered leaving a gift to [Charity name] in your will? Even a small percentage of your estate could help us continue this work for generations to come. There's no pressure at all, and of course you would want to speak to your own solicitor before making any decision."
This guide is a starting point. Each conversation builds your confidence, deepens the relationship, and strengthens your charity's future. Take the time to practise, and you will find that legacy asks become a natural part of your donor relationships.
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