For many animal charities across the UK, legacies and gifts in Wills play a quiet but crucial role in long-term sustainability. They are often transformative, sometimes lifesaving, and yet they remain one of the least talked-about areas of fundraising. At The Belforte Foundation, we believe this needs to change.
Talking about legacies is not about talking about death. It is about talking about continuing care, long-term impact, and ensuring that animals can be helped not just today, but for many years to come.
Why Gifts in Wills Matter So Much for Animal Charities
Legacies are one of the most significant sources of voluntary income for the charity sector as a whole, and for animal charities in particular. Charities like the RSPCA inform their donors that as much as 55% of their entire income is through gifts in Wills. Many people who care deeply about animals choose to leave a gift in their Will as a final act of kindness, knowing it will make a lasting difference.
For small animal charities, legacy income can:
- Fund major capital purchases such as vehicles, kennels, or medical equipment
- Provide financial stability during difficult periods
- Enable charities to plan more confidently for the future
- Support animals long after the donor is gone
Unlike many other forms of income, legacies are often unrestricted, meaning they give Trustees flexibility to respond where the need is greatest. For charities working in a sector where emergencies, rising veterinary costs, and unexpected intakes are common, this flexibility can be invaluable.
Why Charities Should Talk About Legacies – Openly and Confidently
Despite their importance, many charities are reluctant to talk about legacies at all. Some feel uncomfortable raising the subject, worrying it may upset supporters or feel inappropriate. Others assume it is something only large national charities can do well.
In reality, not talking about legacies doesn’t protect supporters, it simply denies them information. Many people actively want to leave a gift to the causes they care about, but won’t do so unless they are made aware that it is possible, welcomed, and appreciated.
Including clear, gentle information about gifts in Wills:
- Empowers supporters to make informed choices
- Normalises legacy giving as part of long-term support
- Signals that the charity is thinking sustainably
- Builds trust through transparency and professionalism
From a funder’s perspective, a charity that acknowledges legacies and has considered them as part of its future income demonstrates forward thinking and good governance.
Why Legacy Information Should be on Websites and Newsletters
Legacy messaging does not need to be prominent, emotive, or repeated endlessly. But it should be present.
A simple page on a charity’s website explaining how supporters can leave a gift in their Will, why legacies matter, and how they are used can make a significant difference. Likewise, an occasional mention in newsletters or annual reports helps ensure the message reaches people naturally over time.
Importantly, this information should be:
- Clear and jargon-free
- Reassuring and non-pressured
- Focused on impact rather than money
- Honest about how gifts help animals
This is not about persuading people to do something they don’t want to do. It is about making sure those who do want to leave a legacy know how to go about it.
Reframing the Conversation: This Is About Life, Not Death
One of the biggest misconceptions around legacies is that they are inherently morbid. But they honestly aren’t.
Legacy giving is about continuity. It is about knowing that the values that an animal loving donor lived by – things like compassion, care, responsibility – will continue to shape the world after you are gone. For animal lovers, it is often deeply comforting to know that animals will still be helped because of a decision they made.
When charities talk about legacies in this way, the conversation becomes positive, hopeful, and empowering.
The narrative becomes about:
- Ongoing protection for animals
- Supporting future generations of carers and rescuers
- Leaving a meaningful legacy aligned with personal values
A Sign of Strength, Not Discomfort
At The Belforte Foundation, we see thoughtful legacy communication as a sign of a healthy, confident charity. It shows Trustees are thinking long-term, planning responsibly, and respecting their supporters enough to share all the ways they can help.
Avoiding the topic does not make it disappear. Addressing it calmly and clearly helps build resilience, sustainability, and stronger futures for animals.
For charities that exist to care for those who cannot speak for themselves, legacies are one of the most powerful ways supporters can ensure that care continues, quietly, generously, and for years to come!
If you would like advice on how to approach legacy messaging in a sensitive and appropriate way, please do get in touch. Talking about the future doesn’t have to be difficult, and for animals, it can make all the difference.