The UK legacy giving market hit a significant milestone in 2024, with income rising by 9% to a record-breaking £4.5 billion according to the Legacy Giving Report 2025, jointly published by Smee & Ford and Legacy Futures.

This marks a major acceleration compared to the 1.3% growth seen in 2023 and reflects a year of notable progress for charities reliant on gifts in wills. According to the report, legacy donations now account for 30% of fundraising income across the top 1,000 legacy-receiving charities—and in some sectors, like animal welfare, disability, and conservation, that figure climbs to 50%.

What’s Driving Growth?

One major driver behind the 2024 surge was a 15% increase in charitable bequests, prompted by HM Courts & Tribunals Service finally clearing a long-standing probate backlog. An estimated 145,000 bequests were made—the highest ever recorded.

Other notable trends include:

  • A 22% increase in charitable estates (now at 46,000)
  • Average estate size for charitable givers: £599,000

  • Baby Boomers now make up 21% of all legators, and are expected to dominate legacy giving by 2035
  • The average residual gift is now worth £65,000, with pecuniary gifts averaging £4,500
  • The legacy market is forecast to hit £5.1bn by 2030 and £10.2bn by 2050

The Unique Power of Direct Mail in Legacy Marketing

Legacy giving is deeply personal and often shaped over time, through trust, reflection, and values. That’s why direct mail remains a vital channel in any charity’s legacy fundraising toolkit.

Unlike digital channels, direct mail offers a tangible, considered experience—something supporters can sit with, return to, and discuss with loved ones. It allows charities to send sensitive, thought-through content—brochures, letters, case studies—that don’t just inform, but resonate.

People typically spend more time with direct mail, and it consistently outperforms other channels when it comes to building trust and emotional connection—especially important when asking someone to consider a gift in their Will.

To find out how we can help with your legacy marketing activity get in touch!

The full report can be downloaded here: The Legacy Giving Report