A well-loved brand. Strong legacy consideration. But a weaker appetite to leave a share of an estate.
That’s the challenge Make-A-Wish UK identified through fastmap’s research—and it raises a question for every legacy team:
Are you making the shortlist, but missing the share?
Join Hannah Wallis, Interim Head of Public Fundraising, and Storm Wheeler, IG and Legacies Lead at Make-A-Wish UK, alongside David Cole, Managing Director of fastmap, for a practical 30-minute webinar.
Hannah and Storm will share what the evidence revealed about their future legacy potential, how they’re using it with leadership, and the levers they’re pulling across Make-A-Wish UK—within and beyond the legacy team.
Together, we’ll explore:
• Beyond this year’s receipts, what can you tell leadership about your future legacy potential?
• If people love your cause, what’s stopping them feeling a stronger connection to your charity?
• Which supporter groups should you prioritise—and how well does your marketing speak to them?
• What needs to change across brand, communications and stewardship?
You’ll hear how Make-A-Wish UK is using fastmap’s Insight Portal and Marketing Optimiser to turn supporter insight into priorities, assess communications and track progress.
The research draws on 72,000 responses gathered over nine years across more than 100 charities, representing 27,000 hours of research. Behavioural models help identify supporters’ motivations, priorities and barriers to leaving a gift in their Will.
For legacy fundraisers, charity marketers, leaders, agencies and suppliers who want to turn supporter evidence into practical action.
To learn more about how these insights can support your wider fundraising and legacy strategy, please contact David Cole, Managing Director at fastmap: david.cole@fastmap.com
