Legacy giving is one of the biggest opportunities for charities – but securing future gifts requires more than just a strong ask. A charity’s brand plays a crucial role in building the trust, credibility, and emotional connection needed to inspire long-term giving. So how can charities ensure their brand and legacy strategy work together to drive meaningful action?
On Wednesday 14 May 2025, we were joined by Hospice UK, NSPCC, FastMap and JAA Media to explore how charities are evolving their approach to legacy fundraising – shifting perceptions, reaching new audiences, and creating lasting connections. Through quick-fire lightning talks, we explored the creative, strategic, and emotional drivers that turn intent into action, and how a strong brand can help secure gifts for generations to come.
Ryan Wilkins, Founder & CEO, RAW London
Catherine Bosworth, Director of Income Generation & Grants, Hospice UK
David Cole, Owner and Managing Director, FastMap
Lauren Poole, Associate Head – Legacy & Tribute, NSPCC
Sam Thompson, Associate Head of Acquisition & Products / Individual Supporters, NSPCC
Simmone Hallet, Senior Account Manager, JAA Media
Christopher Wright, Media Planner / Buyer, JAA Media
Relay is hosted by RAW London, in partnership with JAA Media. You can read more about the events, and watch past events, here.
RAW London: The Social Impact Creative Agency. Governed by B Corp Principles, we dare to only tackle the biggest social and environmental causes, firmly standing with brands on the right side of history.
JAA Media: True to our underdog spirit, we are no-nonsense, alert, curious and gutsy. Because for us, it’s never about the size of your budget; it’s all about the scale of your ambition. Whatever we have to do to win the hearts, minds and donations you deserve, we do. From one-off consultancy to full service media planning and buying, to anything in between.
