What to expect from Remember A Charity in 2025

If there’s to be just one common thread to our work in 2025, it will surely be the power of collaboration and how we can best harness the strength of this collective voice to drive change. But what does that mean for our work programme this year? 

When it comes to our mission of growing the charitable legacy market, we do this in many ways. High profile consumer campaigns certainly play the most visible role, whether that’s through PR campaigns with celebrities like Janet Ellis, customisable assets for members, through to Remember A Charity Week each September and our consumer digital campaigns that run all year round. But there’s much that goes on beneath the radar that can be just as powerful in growing the market and supporting our members. 

Here our Chair and Director, Anaish Yilma-Parmar and Lucinda Frostick, set out three priority areas extending beyond our consumer outreach that we'll be focusing on in 2025.

Activating our professional adviser and partner network 

For over 20 years, we’ve worked with solicitors and professional Will-writers to normalise discussions about leaving a charitable legacy. Today, three quarters of advisers now always or sometimes raise this topic with clients. With our Campaign Supporter network exceeding 900 solicitor firms and professional Will-writers and continuing to grow, we are focusing on increasing consistency and best practice in these conversations. 

Building on the resources for wealth advisers we developed last year, in 2025 you’ll see us introduce training and best practice resources to help solicitors, Will-writers and wealth advisers alike discuss legacies more openly and confidently with clients. We’ll also be working more closely with partners to optimise our reach and ensure these resources are extended to a wide range of practitioners. Our goal is to ensure that people across the UK – when talking with advisers and planning their estate – have legacy giving front of mind. 

Growing legacy giving from high value individuals 

Recognising the potential impact that even a small increase in the number of high value legacies could make, we’re increasing our focus on high net worth individuals, building our understanding of their attitudes towards legacy giving. This year, we’re carrying out new research into the high value market and exploring how legacies can be anchored into relevant philanthropy and succession planning discussions. We’ll share our learnings and will be creating opportunities for wealth advisers and charities to come together, ensuring they can support high-value donors in achieving their legacy aspirations. 

Nurturing the legacy environment  

A thriving and vibrant legacy market depends on various external factors, ranging from probate performance, fiscal incentives, and legislative changes, such as the upcoming Wills Act in April and the decision to draw pensions into the scope of IHT from 2027. We will continue working with the government, partners, and other stakeholders – advocating on our members’ behalf to maintain the UK's position as one of the most positive and nurturing environments for legacy giving worldwide. 

But none of this would be possible without the power of our membership and that’s why a key focus this year is to strengthen and enrich our member offering. This includes introducing on-demand legacy training, transforming our first Members’ Forum of the year into a free one-day Legacy Festival and providing opportunities for members to showcase their legacy stories and brands to new audiences. 

Now in our 25th year, the power of collaboration is all the more evident. Only by working together can we amplify our voice, engage new networks, and influence change at the highest levels. Through collaboration, we can make legacy giving a social norm and ensure Willanthropy continues to generate sustainable income streams for charities across the UK.