Legacy Fundraising Conference 2019

Legacy Fundraising Conference 2019

Date: Monday 28th Oct 2019

Town/City: London

Location: London

Venue: America Square Conference Centre

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Charitable income from wills has increased by 10 per cent to over £3bn per year, according to Smee & Ford’s recent annual trends report.

It’s an exciting yet challenging time for legacy fundraising.  In an ever crowded marketplace, making your legacy campaign stand out from the crowd is an increasing challenge. 

The IoF Legacy Fundraising conference is the biggest event of its kind in the charity sector, bringing together expert speakers and legacy professionals for a packed day of presentations and discussion on the latest sector trends, research and best practice.

You will leave the conference informed, inspired and ready to make the most of the opportunities that legacy giving offers your own charity. 

The programme this year will feature some brilliant case study sessions from the National Fundraising Awards shortlist and the Legacy Campaign award-winner themselves Royal Marsden Cancer Charity.

Some of the sessions included in this year's programme are:

Legacy and In-Memory 2045 : what does our future hold?

To celebrate their 25th anniversary, Legacy Foresight are today launching a new report speculating about our lives in 2045. Combining playful donor stories with serious market predictions, this session will set you up for a day of planning and visioning your future strategies. 

Meg Abdy, Development Director, Legacy Foresight

Stewardship I:  the digital experience

From saying thank you authentically, to organising events, to sending Christmas cards, charities are increasingly recognising the importance of stewarding legacy supporters effectively. However, how can we make the most of the stewardship opportunities that the digital space offers? In this session, Claire will begin by looking at what makes a positive digital experience for legacy donors. The session will then move on to examine organisations who are creating excellent digital experiences for their most loyal customers or donors, and to consider the learnings for legacy fundraising.

Claire Routley, Consultant, Legacy Fundraising Ltd

Will power – the journey to creating a powerful proposition  

In this session, Becky and Fi will share how the British Heart Foundation’s Will Power proposition was created and progressed, covering the challenges and successes they encountered in taking their bold proposition to market, how the team at the British Heart Foundation ensured the voice of the pledger and beneficiary was heard and demonstrating how acting on insights was central to designing the proposition.

Becky and Fi will showcase the creative delivery of assets within the proposition and share the iterative approach they took, how they measured impact and where they are heading next with Will Power.

Becky Cooke, Legacy Marketing Manager, British Heart Foundation

Fi Riley, Head of Legacies, British Heart Foundation

The person behind every legacy gift: Transforming legacy giving through a donor- centred approach

 Legacy giving is booming across the globe with more donors leaving more money to good causes in wills than ever before. A new generation of donors literally leaving the world a better place. And recent research shows that legacy giving is proven to make people feel happier meeting deep emotional needs for the donor. In fact, the more we understand legacy giving the more we see that it is everything to do with the donor their lives, loves and values and little to nothing do with our organisations. The key to developing a great legacy fundraising culture is to focus completely on the donor, and show them how a gift in their will matters to them. By unpacking our research and case studies, we will show the 4 levels of legacy consideration, and how a donor-centred approach will drive not just more gifts, but the highest value gifts. Learning Objective: Understand what motivates your potential legacy donors and how to communicate on the emotional level to secure high value legacy gifts.

Ashley Rowthorn, Director, Legacy Link

Stewardship II:  A practical perspective

In this session Dylan will share learned do’s and don’ts around legacy stewardship gained from his time at the Outward Bound Trust and Barnardo’s. This session will give perspective unique to both small-to-mid and large sized charities, but also scalable insight from the wider sector, offering practical and implementable advice around this essential component of legacy marketing.

Dylan Carroll, Head of Legacy Giving, Outward Bound Trust and  Chair, West Midlands Regional Group, Institute of Fundraising 

An award-winning legacy campaign

The Royal Marsden Cancer Charity launched their first legacy campaign, 'Give back to the future' in the summer of 2018. 

The campaign is based on audience-led insight and is aimed at those who have a close personal connection to the hospital. Implementing a campaign that aims to inspire people to consider leaving a gift in their Will within a cancer hospital requires sensitivity and compassion, which the legacy team achieved.

Learn how they achieved this and so much more, including the award for Best Legacy Campaign at the 2019 National Fundraising Awards in this fascinating session. 

Charlie Booth, Head of Legacies, The Royal Marsden Cancer Charity

Legacy DRTV success: How Save the Children reached new audiences

With the UK’s ageing population, more and more charities are focusing their efforts on legacies. But how do we stand out in a crowded fundraising marketplace?  That’s the question that Save the Children set out to answer through the creation of their first ever DRTV legacy strategy, Alice.

In this session, Save the Children’s legacy team will explain how they adopted a completely different approach to their legacy campaign. And how with this mould-breaking, story-led campaign generated unprecedented results for the charity.

 Ellie Adamo, Account Director, Consider Creative

Isobel Stewart, Legacy Marketing Manager, Save the Children

Planning for 2045 – the experts’ view

 Building on this morning’s future-gazing, a panel of illustrious legacy and in-memory fundraisers will share their own views on legacy and in-memory giving in 2045, and discuss what this means for fundraising, this week, this year and in the decades ahead. Come armed with questions and predictions!

 Meg Abdy, Development Director, Legacy Foresight  

 Shah Allam, Legacy Manager, Macmillan Cancer Support

 Craig Fordham, Director of Legacies, Macmillan Cancer Support

 Other panellists TBC 



IoF Individual member 

Remember a Charity member


IoF Organisational member 


New member offer: conference plus one year of individual membership 


Non-member place (Not-for-profit)




Small Charity (under £500,000 annual turnover)

(To secure your small charity rate please email events@institute-of-fundraising.org.uk with your charity number) 




Headline Sponsor: 

Capacity Marketing


Associate Sponsor:


Legal Partners:

bates well

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