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The National Gallery Legacy Project

The National Gallery houses one of the greatest collections of paintings in the world and admission to see them is free. They have played the long game to nurture and develop their legacy marketing strategy.

Published: 2017 | Resource type: Case studies

Legacy Fundraising in the Arts front cover

Legacy Fundraising in the Arts: 2016

Explore findings from research conducted by Arts Quarter and Legacy Foresight into legacy fundraising in the arts.

Published: 2016 | Resource type: Research

Ros Fry

Secrets of a legacy fundraiser

Discover the secrets of a legacy fundraiser as Ros Fry, Regional Legacy Manager for Cancer Research UK, talks to AMA Associate Editor Sara Lock about her journey to becoming a legacy fundraiser.

Published: 2015 | Resource type: article

How to develop a low-budget legacy campaign

How to develop a low-budget legacy campaign

With a return on investment of 40: 1, legacy fundraising is well worth exploring. Vikki Thompson shares advice on developing a campaign and engaging supporters.

Published: 2015 | Resource type: Guide/tools


NSPCC’s supporter care gifts in wills ‘mind map’

The NSPCC’s legacy team commissioned On Agency to devise a creative solution to help colleagues in supporter care speak with more supporters about gifts in wills. The outcome was the development of a co-created ‘mind map’. This case study was originally published by SOFII: Showcase of Fundraising Innovation and Inspiration.

Published: 2014 | Resource type: Case studies


Hilda's suitcase – a donor's view of legacies

This article first appeared in the October 2010 issue of Gift Planning in Canada, Canada’s premier source of comment and analysis for professional gift planners. It was written in response to the Cygnus Donor Survey (an American and Canadian donor survey), that reported in September 2010 that only 2% of donors were influenced by someone from the ... Read more

Published: 2010 | Resource type: article

Increasing charitable giving: the Legacy10 campaign

Cultural organisations are increasingly looking at ways to encourage philanthropy. This factsheet outlines Legacy10, an independent campaign that was launched in 2011 to encourage charitable giving. You’ll find some key facts in terms of UK giving along with a list of campaign supporters for the Legacy10 campaign. There’s also an introduction to changes that were ... Read more

Published: 2013 | Resource type: article

Legacy giving in the UK – stepping up to the challenge

Fundraising occupies a lot of our time in the cultural industries, and sometimes it can seems like it’s getting harder and harder to compete with larger, more established charitable organisations and their fundraising teams.  This research report highlights some of the reasons why smaller organisations might not be getting a bigger slice of the pie, ... Read more

Published: 2012 | Resource type: Guide/tools