Gifts left in wills are of enormous value to charities. Developments in the sector, though, have brought both challenges and opportunities for legacy fundraisers. We worked with the Institute of Legacy Management for several years, to help them ensure every donor’s final wish achieves its greatest potential.

Working closely with the ILM team, we developed a strategy to strengthen the organisation’s voice and communicate its expertise and influence, both to its members and the sector more broadly, while also promoting the importance of charity gifts and the vital role played by legacy professionals.

A proactive programme of opinion pieces and best practice articles brought ILM and its work to target audiences, with regular coverage in titles such as Third Sector and Guardian Voluntary Sector Network, as well as legal publications like Law Society Gazette and Today’s Wills and Probate. Having built relationships with reporters, we launched ILM’s Good Practice Guidance, a new framework to underpin the work of legacy professionals, securing widespread coverage and significant interest.

Reactive media relations played a key role too, particularly around the ruling in the landmark legal case Ilott versus Mitson, and in response to Ministry of Justice proposals to increase probate fees. In each case we worked closely with ILM to develop and issue comments, statements and letters to sector and mainstream news media including The Times, The Sunday Times and the Daily Mail.

ILM was repeatedly featured in national and sector media, representing its members and championing legacy giving. Its position and voice became firmly established, allowing its influence to continue to grow.