The Legacy Landscape: How charities are evolving legacy fundraising

Legacy fundraising has proven to be a resilient source of income for charities, even in times of economic uncertainty. As a result, we’ve seen charities large and small evolve their legacy strategies to maximise on the opportunity; from tighter integration with wider teams, the rising use of digital and social media, and more innovative approaches to storytelling. 

On Thursday 19 October 2023, we invited speakers from Macmillan Cancer Support, RNIB and JAA Media to share insights from recent legacy campaigns. In a series of quick-fire presentations and panel Q&A, we explored the:

  • Latest trends in legacy fundraising
  • Impact of digital and social legacy fundraising
  • Relationship between brand and legacy
  • Role of creativity in legacy fundraising 
  • Challenges and best practices for measuring the impact

Watch the session

With an emphasis on integration, growth and future challenges, this is a must-watch for fundraising, brand and legacy teams alike. The 90-minute session includes 4 quick-fire 15-minute presentations, plus a panel discussion and audience Q&A: 

  • Raw London Hannah Akitt, Senior Planner & Strategist: Introduction & Context
  • JAA Media Cameron Cumming, Director of Performance: The Who, What, When and Why’s of Legacy Advertising
  • Macmillan Cancer Support Helen Hamer, Senior Legacy Marketing Manager: Evolving legacy fundraising
  • RNIB Helen Smith, Head of Legacy Engagement: 20 years in 15 minutes; a whistlestop tour of legacy fundraising

Please note: we’d recommend turning on captions, due to a slight audio issue during some of the panel discussion. We’re also working with the speakers to publish their responses, as well as further audience questions we didn’t have time for. Watch this space!

Thank you!

Helen Smith, Head of Legacy Engagement at RNIB, shares insights and advice from her 20 years in legacy fundraising.

We’re really proud that Relay is led by our community. This means we rely on YOU – speakers from across the third sector who are willing to share a behind-the-scenes view. So, a huge thank you to each of our speakers!

If you’ve been inspired and would like to take part in future events, please get in touch with our MD, Charlotte, at Don’t forget to join our dedicated LinkedIn group too!

About Relay by Raw London

Our Relay events are the meeting place of the third sector and brands, bringing together expert speakers, brilliant panellists, and insightful case studies in one unique package. Come ready to learn, meet new connections, and see best-in-class examples of creative campaigns from across the sector.

Check out past and future events here.

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