Join us for our first in-person Masterclass in 4 years!

We are delighted to welcome Professor Russell James back to the UK where he will be joined by Dr Claire Routley and Dr Lucy Lowthian as they take a deep dive into the latest academic research in legacy fundraising.

We are hosting our event at the Coram Centre in central London on Tuesday 19th July 2022. The Masterclass will begin at 10am and conclude at 4:30pm with lunch provided.

There will be plenty of opportunities to network and re-connect with your colleagues in the legacy sector.

The ticket price is £190 (plus VAT) but any bookings received before 5th July will receive a 20% early bird discount, reducing the price to £152 (plus VAT).

This is a unique opportunity to hear from three leading legacy academics and places are limited so please sign up early to secure your attendance.

We look forward to seeing you for a fascinating day of insights, learning and networking.

Content Overview

Professor Russell James

Headshot of Professor Russell James. A man with short hair and glasses with a white shirt. waist coat and red tie.

How to ask for a legacy gift without fear or anxiety: The science and the sentences

The idea of legacy gift fundraising makes sense.  But it feels a little uncomfortable, right?  So how do we actually DO this? What, specifically, do we say?  In this session Professor James reviews, step-by-step, the most effective ways to ask for an estate gift for your organization.  Connecting experimental research and academic theory with dozens of simple, practical examples, this presentation gives you both the “Why” and the “How” of the words and phrases you will want to use.

Dr Claire Routley

Everything Research can tell us about legacy giving in 2022

Our legacy giving literature review, first published in 2018, brings together insights from over 150 academic articles – from fields such as fundraising, marketing, psychology and behavioural economics – into a single review of everything research can tell us about legacy giving.  This report has been read by thousands of fundraisers around the world and will shortly be updated to include a range of new insights from the last four years.

Claire will give a brief overview of the new insights before focusing in on some key topics in more depth. We’ll have an opportunity to think through collectively how these insights could impact on our practice.

Participants will be the first to see the updated research and will receive a copy of the second edition of our Legacy Giving literature review, which has not yet been published.

Dr Lucy Lowthian

Psychological well-being in legacy giving

The session will provide attendees with a greater understanding of the psychological factors that drive the charitable bequest decision and move supporters on in their legacy journey.

This will help charities understand legacy giving from the donor’s perspective, so they can help ensure that any communications about charitable bequests are as effective as possible, providing supporters with a more meaningful experience.

The session will focus on feelings of connectedness, self-efficacy, identity importance and a sense of purpose in relation to the cause.

Legacy Futures Masterclass

Latest insights from academic research

Coram Campus, 41 Brunswick Square, London WC1N 1AZ
19th July, 10am – 4:30 p.m.