Animal welfare charities continue to dominate legacy giving, according to latest “Legacy Premier League” report

At least 4 out of 10 people are open to leaving a legacy, according to the latest Fastmap and Freestyle Marketing Legacy Potential Premier League, with animal charities making up most of the top ten positions for those people would consider including in their Will.

This year’s Legacy Potential Premier League saw Fastmap and Freestyle Marketing survey 5,000 people aged over 50 with questions relating to legacy giving, building the tracker study up to a total of 20,000.

The table ranks charities on their supporter’s propensity to leave a gift in their Will to them, based on factors including motivations and barriers to giving, the number of supporters a charity has, as well as on how often supporters consider and reject a charity for legacy giving, providing a snapshot in time.

A value of 100 is considered average, with scoring over or under this meaning the charity is either over or under performing.

The year, animal charities take 7 of the top 10 spots with the Dogs Trust moving into top position with a legacy consideration score of 138, moving Cats Protection down to number 2 with 133.

Battersea Dogs and Cats Home, Devon’s the Donkey Sanctuary, the People’s Dispensary for Sick Animals (PDSA) and the Royal Society for the Protection of Animals (RSPCA) take up the rest of the top 6 spots, with Guide Dogs for the Blind coming in at number 9.

According to Fastmap and Freestyle Marketing, Dog’s Trust and Cat’s Protection have almost doubled their scale of support since last year.

Elsewhere in the table, Cancer Research UK (CRUK) (107), the National Society for the Prevention of Cruelty to Children (NSPCC) (96), housing and homelessness charity Shelter (91) and the Royal National Lifeboat Institution (RNLI) (84) have dropped in their individual ranking, although they have all significantly increased their scale of support.

New entrants in the top 20 include the Woodland Trust (100), the United Nations International Children’s Emergency Fund (UNICEF) (also 100), WaterAid (91), and Versus Arthritis (formed in 2018 following a merger of Arthritis Care and Arthritis Research UK) (85), who have moved some of the bigger players down the rankings despite the scale of support for these charities remaining at the lower end of the table.

The survey shows that 40% of people overall are willing to consider including a charity in their Will, with this higher among some audiences.

David Cole, Fastmap Managing Director, commented:

Our research shows that legacy fundraising is still full of potential with 4 out of 10 people currently open to the idea of leaving a legacy and if we dig deeper into bespoke audiences we can identify audiences where it’s closer to 6 and potentially 7 out of 10 people. With some forms of fundraising severely hit by the pandemic, legacies remain a beacon of hope for many.

Fastmap’s Legacy Potential Premier League Table 2020-21 can be accessed for free via this LINK. Please note that registration is required before the report can be sent to your nominated email address.

Original source: UK Fundraising