In Focus: Marketing Essentials for Legacy Professionals – December 2025

Legacy Futures have co-designed this course with the ILM to offer members a practical overview of legacy marketing. We will also be joined by our valued partner, Farewill, who will be stepping in to lead a couple of sessions with their expertise in free wills schemes and monitoring results.

This course will delve into the emotional and motivational sides of giving, and how this can inform a charity’s marketing approach, and explore important data on will-making that can help charities in planning their legacy marketing strategies.

By the end of the course you should be able to:

• Build an effective legacy campaign
• Define your audiences and their motivations
• Create messaging that will work for your core audiences
• Monitor the success of your legacy plans

Agenda:

• 9:30 – 9:45am: Welcome and introductions
• 9:45 – 10:00am: Setting objectives and metrics
• 10:00 – 10:20am: Developing a case for support
• 10:20 – 10:50am: Case for support exercise
• 10:50 – 11:00am: Break
• 11:00 – 11:20am: Tactical plans
• 11:20am – 11:35pm: Budgeting schedule
• 11:35 – 11:45am: Break
• 11:45 – 12:15pm: Setting up and running a free wills scheme
• 12:15 – 12:50pm: Monitoring and control
• 12:50-13:00pm: Wrap up