Legacy and in-memory motivated giving are significant sources of income for British charities, generating over £5bn a year for good causes.
As fundraisers, many of our assumptions, strategies and messages have an implicitly Christian focus, and are founded in English law. However, today’s society is very multi-cultural, and it is set to become more so. Currently 8% of the UK population is from minority faith groups; this percentage is projected to double to 16% by 2050.
This research set out to explore two big questions. What is the future potential for legacy and in-memory giving from minority faith groups? And how can fundraisers engage sensitively and effectively with these donors?
Based on conversations with specialist lawyers, funeral directors, religious leaders and fundraisers, along with desk research on key social and attitudinal trends, our research examined the future potential for legacy and in-memory giving from four religious groups: Islam, Hinduism, Sikhism and Judaism.
The aim of our research was to give fundraisers a greater understanding of the intricacies of each faith group, including the key teachings regarding ‘charity’ and the beliefs, rituals and traditions surrounding death and bereavement to enable them to engage sensitively and effectively with these donors.
Request a copy of the report, Legacy and In-Memory Fundraising in Multicultural Britain.
We plan to continue our work in this area, if you’re interested in updates, please click here.
“The key challenge with legacy giving is that no one is asking! This is still new for Muslim charities.”
Muslim charity worker at a mainstream UK charity