Developing legacy strategies that grow future income
Legacy giving connects people’s values with a cause they care deeply about, offering donors the chance to make a meaningful difference that lives on beyond their lifetime. Moreover these gifts in wills can be one of the most powerful and enduring forms of support a charity receives. At Orchard Fundraising, we help charities of all sizes grow their legacy income by developing thoughtful, authentic approaches that build understanding, trust, and long-term engagement. Whether you’re starting from scratch or strengthening an existing programme, we’ll help you plan and communicate your legacy offer with clarity and confidence.
What Is Legacy Giving?
Legacy giving, or gifts in wills, allows supporters to leave a donation to your charity as part of their estate planning. For many organisations, legacies form a vital and sustainable source of income, one that reflects deep personal connection and long-term belief in your mission.
Building a successful legacy programme takes time, empathy, and consistent messaging. It’s about making conversations around giving feel natural and meaningful, ensuring supporters feel valued and informed. Legacy campaigns often combine audience insight, strong case development, and sensitive communications that align with your charity’s tone and values.
Our Approach
We work with you to create a legacy fundraising strategy that reflects your organisation’s voice and culture. Through research, planning and story development, we help you understand your potential legacy audience and identify the best ways to reach them, whether that’s through existing supporters, events, or digital channels.
Our team can support you with everything from shaping your legacy proposition and key messages to training your staff and trustees in how to start confident, compassionate legacy conversations. We ensure that every element, from messaging to materials, builds connection and trust.
How We Help
How We Nurture Your Legacy Giving
Legacy fundraising relies on empathy, clarity, and long-term connection, and we help you build all three. We work with you to shape a legacy proposition and key messages that reflect your charity’s voice, ensuring supporters feel valued, informed, and inspired. Through audience insight and story development, we help you understand who is most likely to consider a gift in their will and what motivates them to give, so your communications feel natural, confident, and grounded in real supporter needs.
From there, we support you with everything needed to grow a sustainable legacy programme: developing sensitive and compelling cases for support, training staff and trustees in how to approach legacy conversations, and ensuring your legacy activity complements your wider fundraising plans. We also help you nurture long-term relationships through thoughtful, consistent communications that build trust and encourage meaningful future giving.
Why Work With Us?
We partner with you to shape a clear, confident legacy giving plan that feels authentic to your charity and meaningful to your supporters. With a blend of sensitivity, insight and practical guidance, we help you build a legacy programme that deepens trust, grows long-term commitment, and delivers sustainable future income through gifts in wills, strengthening your charity’s resilience and impact for years ahead.
Specialist experience in developing legacy fundraising
Sensitive, supporter-focussed approach to legacy giving
Insight-led legacy strategies aligned with your mission
Collaborative process supporting teams to build confidence
Proven success in building sustainable future income
What Our Clients Say
We’re proud to support charities building thoughtful, sustainable legacy programmes that inspire lasting generosity.
“Orchard fundraising is an organisation that cares about their clients, offering pro-bono support during a crisis shows how they will go the extra mile for charities who really need it.”
