Growth in legacy gifts an opportunity for small arts charities

Cultural organisations are being urged to be more proactive in fundraising through gifts from wills after a new report has highlighted growth in legacy donations for the sector.

The Art of Legacies report cites market data from Legacy Foresight showing that 34 arts, culture, and heritage organisations were among the top 1,000 charities for legacy income in 2022/23, receiving £30m. The figures show an average increase of 10% per annum over the past decade for arts, culture, and heritage, compared with the 5% annual growth seen by the top 1,000 charities overall.

The highest earners from legacies include North York Moors Historical Railway Trust and the Royal Artillery Museum, alongside big hitters like the National Art Collections Fund and English Heritage.

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“The fast growth of the arts, culture and heritage sector over the past 10 years reflects a trend we have seen across the whole sector – a shift from people leaving gifts to the largest well-established charities towards smaller, niche and often local charities,” said Kathryn Horsley, Senior Consultant at Legacy Foresight.

“We would expect this trend to continue in the future, as the boomer generation seek out charities that they have a personal and emotional connection with, and this is something charities in the arts sector can take advantage of.”

Produced by Remember A Charity and funded through the Chartered Institute of Fundraising’s RAISE programme, the Art of Legacies report examines the impact charitable gifts in Wills have in the arts, culture and heritage sector with recommendations from development professionals.

'Window of opportunity'

With an estimated £5.5 trillion predicted to be passed down from 'baby boomers' to the next generation over the next three decades, the report encourages arts, culture, and heritage organisations to take advantage of “a window of opportunity” to build up a "steady and substantial" flow of income from gifts in wills.

Recommendations include internal training for all staff, from ushers to board members and senior management, so that everyone who interacts with potential donors understands the organisation's message on legacies and their value.

It also suggests drip-feeding a legacy message into an existing fundraising strategy, prominently displaying it on websites and mailings, as well as communicating personally and individually through letters, calls, or events.

Emma McCormack, Head of Legacy Giving at the V&A said: “We have a Henry Cole Circle, named after the first director of the museum, and members are invited to special events, including curator-led talks, private views and an annual lecture hosted by the director."

“I also speak on the telephone and make home visits to those unable to come into the museum. We’ve also seen lifetime giving from legacy pledgers grow significantly since this was established.”

'Unique position'

The report also stresses the importance of celebrating the impact gifts can have, citing English National Opera (ENO), which holds performances dedicated to those who have left legacies where a donor’s love of a particular opera or composer is highlighted.

“In our backstage tours, we have included mentions of what legacies have achieved on stage and off, and we use our newsletter to legacy pledgers to share projects supported by pledges received so they can visualise the future impact of their gifts,” said Marina Jones, Deputy Development Director at ENO and London Collesium.

Sanpreet Janjua, Young Sounds Development Manager, commented: “It’s about keeping people’s memories alive. Arts charities are in a unique position of being able to celebrate and memorialise what people take joy in during their lifetime.”