The important link between in-memory and legacy giving has been highlighted in new research with in-memory connections three times more likely to pledge a legacy to the charity than regular donors giving via a direct debit.
Furthermore, legacy donations made in-memory of a loved one were twice as likely to result in legacy prospects.
A survey of over 4,000 adults, by Legacy Foresight, has revealed around 40% of respondents leave at least one in-memory gift in their Will.
The majority of in-memory legacies were left on behalf of and to show their respects for partners, parents and in-laws.
Interestingly, three-quarters of all in-memory legacy donations were made to health charities which doubled the all legacy percentage.
More in-memory legacies were also likely to be cash-based with 70% of all in-memory legacies pecuniary compared to 61% of all legacies.
Those with a connection to a charity because of in-memory donors, are more likely to leave higher value charity bequests. Residual and pecuniary legacies left by in-memory supporters were actually two thirds higher and double the amount left by a supporter with no link to the charity.
Sue Pedley, Head of Donor Research at Legacy Foresight, commented:
“We know that an in-memory motivated gift can bring significant benefits, both to a donor and the charity, including focus and a therapeutic outlet for grief; a new reason to get in touch and the inspiration for continued engagement. But there is now hard evidence to show that an in-memory relationship with a charity may also lay the foundation for a legacy gift.
“This research proves how important remembrance is as a motivation for legacy giving. We hope that this evidence will help make the case for greater, more thoughtful investment in in-memory fundraising throughout the sector.”
