Legacy Futures Launches ‘The Legacy Showcase – Campaigns We Love!’

Legacy Futures are delighted to announce the launch of ‘The Legacy Showcase – Campaigns We Love!’, a new and totally free online resource that shares some of the most inspirational examples of legacy creativity and innovation from around the world.

In collaboration with SOFII (the Showcase of Fundraising Innovation and Inspiration) and the legacy consortium Remember A Charity, we are championing legacy fundraising to inspire and encourage fundraisers in the creation of great campaigns, now and into the future.

So far, The Legacy Showcase comprises 18 short videos (*see the full list below), each just a few minutes long and presented by champions from the field of legacy fundraising. Talking us through their favourite legacy campaigns from the UK, Ireland, Australia, Belgium and the Netherlands, they explain why they find their chosen campaign so powerful, innovative and inspirational, sharing their tips and lessons to pass forward.

To grow the collection, The Legacy Showcase is calling for fundraisers everywhere to nominate for inclusion a legacy campaign that they love. Nominations can be made via a button at the top of The Legacy Showcase page.

Campaigns already covered are diverse in their content, from funny to emotional and breath-taking. They demonstrate the breadth of ingenuity and originality, creativity and the range of media used in legacy fundraising to date, providing legacy fundraisers with a wealth of ideas to draw from. Champions and their chosen charities appearing in the first batch of videos include:

  • Craig Fordham, Director of Legacies, Macmillan Cancer Support, talking about a ‘beautifully simple’ campaign from Dogs Trust as a lesson in authenticity and real stories. 
  • Emma Hazlewood, Head of Legacy Development, National Trust, praises Centrepoint for including beneficiaries in the building of their campaign, resulting in powerful messaging that challenges perceptions and builds strong empathy from the outset. 
  • Dr Lucy Lowthian, Gifts in Wills Consultant, Legacy Voice, shares her thoughts about using positivity and upbeat energy, citing a Battersea Dogs & Cats Home TV ad as a great example with its ‘life rather than end of life’ messaging. 
  • Lucinda Frostick, Director of Remember a Charity cites a Belgian example from Testament.be that uses sensitive humour to engage audiences during difficult times.

Ashley Rowthorn, our CEO at Legacy Futures, explains why the initiative has been launched: 

“The legacy market is growing fast with more charities than ever recognising the value of this form of income for a sustainable future. So too, the market is becoming increasingly competitive and legacy campaigns will need to work harder and harder to gain cut through.  With this Legacy Showcase we want to champion great campaigns created by legacy fundraisers all over the world to in turn inspire more creativity and innovation in the future. I hope this collaborative effort will provide an invaluable resource that many legacy fundraisers will turn to for ideas and lessons to inform their own work.”

The Legacy Showcase is hosted by Legacy Futures, while SOFII will feature it on its website and in its email newsletter, sharing with an audience of over 10,000 fundraisers around the world.

SOFII’s chair, Meredith Niles says of the collaboration: 

“SOFII is thrilled to be working with Legacy Futures on this project, it aligns perfectly with our mission of providing free inspiration for fundraisers, and we know that SOFII readers are always looking for ideas when it comes to developing or improving their legacy programmes. We hope that this evolving collection will spark joy, interest and innovation for legacy fundraisers the world over.”

And Remember A Charity, the sector consortium of 200+ charities, which also serves as a hub of useful information on legacy giving and fundraising, will feature the Showcase on its website’s members’ area. Lucinda Frostick, Director of Remember A Charity, adds: 

“One of the things that’s so inspiring about the legacy fundraising community is the willingness to collaborate and share learnings, and that’s surely the best ways we can accelerate growth and innovation in the field. The Legacy Showcase is a hugely positive resource and we’re delighted to support another key project that champions the wonderful world of gifts in Wills.”

All of us will promote the call to action for fundraisers to nominate their own favourite legacy campaigns to help the collection grow in the coming years.  

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