In-memory donors more likely to make legacy pledge

January 29, 2020

New research has been unveiled by Legacy Foresight for its In-Memory Insight programme which has revealed that people who have given in memory are three times more likely to make a legacy pledge.

Benchmarking data from 22 member charities shows that supporters with a known in-memory connection are twice as likely to be legacy prospects compared to regular donors  giving via direct debit or standing order.

Further to this, surveys covering 4,000 adults revealed that a high proportion of legacy donors (2 in 5) had at least one in-memory gift in their will and that 3 out of 5 in-memory legacies had been preceded by in-memory support of a charity.

For more, request your copy of the public briefing report, ‘Exploring the links between in-memory and legacy giving’, here.


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