3. The UK legacy market

4. Despite fewer deaths, bequests up 2% pa

5. Mid-sized charities are gaining share

6. Contemporary causes are growing fastest

7. Local charities outpace national brands

8. The legacy world is changing

9. Deaths will grow by a third by 2050

13. 615,000 deaths 7,500 additional charitable Wills

15. Major motivations for giving a legacy… Helping an organisation you have a long term affinity with Knowing that another family member has left a legacy ‘ Repaying’ a charity for helping someone you care for THE primary motivator for many legacy givers Repaying a debt Personal relationship Knowing someone

16. Legacy giving = powerful emotions …… Deep sense of self worth “ It’s a pride within yourself…it makes you proud of the way you’re living your life” Passing on the ‘family culture’ “ It’s continuing the family ethics…I feel I’ve been brought up right, and I want to pass that on to my kids” ‘ Repaying’ the debt “ I have put Macmillan in my will...I just had to for what they did for my friend…they were so wonderful” The marketing / communications materials need to tap into these emotions Heartfelt gratitude Inner satisfaction Family values

29. Thank you for listening