Remember A Charity Week kicks off with launch of
The Great Map of Willanthropy and new celebrity ambassador
This Remember A Charity Week (9-15 September 2024), charities across the UK are once again coming together with legal firms, campaign partners, celebrities and others to celebrate the power of legacy giving, and to inspire the public to consider leaving a gift in their Will.
With a new legacy ad campaign landing on digital channels and in select print titles from the start of the week, Remember A Charity is also launching an interactive map and a consumer report, showcasing the impact of charitable gifts in Wills.
The Great Map of Willanthropy demonstrates the breadth and diversity of causes supported through gifts in Wills, enabling people to click through and explore charitable services in their area and beyond. The map is accompanied by a consumer-facing report ‘A Nation of Willanthropists’, which highlights the importance of legacies for a growing number of charities, such as:
Throughout the week, Remember A Charity will be celebrating the increase in legacy giving on charitable causes, while highlighting the potential for further growth. Currently, 15% of Wills at probate include a charitable gift, raising £4 billion a year for good causes**. Remember A Charity estimates that, if this figure were to rise to 20% of Wills at probate, it could unlock an additional £1.3 billion in vital annual funding, making a transformative difference to charities nationwide***.
Charities Minister and celebrity Debbie McGee (TV and radio personality) are amongst those who are supporting this year’s campaign.
Minister for Civil Society and Youth, Stephanie Peacock says:
"Charitable gifts in Wills provide valuable support for many charities. Not only is it an empowering and meaningful way to support charities and local causes, but it can be an opportunity to ensure their work can live on long beyond our lifetimes.
“Remember A Charity Week offers an important opportunity to reflect on the valuable impact leaving a gift can have, encouraging more people to continue making a difference."
Celebrity ambassador Debbie McGee will be championing the legacy message, speaking about the impact of gifts in Wills, saying:
"For me, it’s not just about giving money; it’s about creating a lasting legacy that reflects the values and passions that have been important in our lives. I hope that by sharing my story, I can inspire others to think about how they might leave a meaningful gift to a cause that matters to them."
‘Be Remembered’ Ad Campaign
Remember A Charity’s ad campaign in 2024 builds on last year’s Be Remembered theme with a series of videos, an audio ad and still imagery, all celebrating the hobbies and quirks that people will be remembered for as well as the charities they support in their Will. The campaign features Owen, known for his prowess on the dancefloor; Geoff, and his impressive gnome collection; and Jackie, whose bowl haircuts are legendary, alongside Arthur with his love for the shipping forecast. The new ads will be available here from 9th September 2024. (still provided with this release)
Lucinda Frostick, Director of Remember A Charity, adds:
"Remember A Charity Week is a wonderful time of year where we can draw together a wide range of audiences and voices to inspire supporters to leave a charitable gift in their Will, helping to sustain good causes and services for beneficiaries long into the future.
“We are hugely grateful to all the legal firms, campaign partners and supporters, who are sharing the legacy message far and wide during the week. By sharing a mix of warm, humorous and informative campaign content, we hope that this year’s campaign will win both hearts and minds, inspiring supporters across the UK to take action and leave a gift in their Will.”
*Willanthropy is a term for legacy giving, introduced by Remember A Charity in 2023.
** Smee and Ford, 2024
*** Estimate based on increasing the current legacy market (£4bn) by one third, generating an additional £1.3 billion.
To find out more, visit: www.rememberacharity.org.uk
