National Hospice Legacy Campaign

At Hospice UK we understand that funding remains a challenge for many hospices but legacy income is an important and growing source of funding.

Charities, especially hospices, have an enormous opportunity to attract a significant amount of this legacy income. But without significant action, hospices risk continuing to lose market share.

Working with participating hospices, we have built a ground-breaking national campaign to raise vital awareness of legacy giving for local hospices.

Titled, This is Hospice Care, the campaign aims to reset the public's expectations about the amazing, diverse work that hospices do, the impact that hospice care has on people’s lives - and why it’s so vital that it continues in future. The campaign invites the public to take action by finding their local hospice to support with a gift in their Will.

The centrepieces of the campaign are powerful national TV and radio adverts.

The first year of the This is Hospice Care campaign came to an end in October 2025. 

Reporting from the combined February and September bursts across the national and local campaigns in 2025 has shown some exciting impacts so far, with highlights including: 

• In total, 18.1 million adults saw the ad 5.4 times in 2025
• National and local PR activity achieved 475 pieces of coverage across numerous media outlets. This included vast amounts of local coverage placed by hospices across print, broadcast and online.
• A 904% uplift in website traffic to hospice Gift in Will pages
• Hospices reported 409% more legacy enquiries compared to pre-campaign levels, with a combined estimated total of over 2,300 enquiries reported in year one.
• The film has been watched over 10k times on Hospice UK's YouTube channel. 

If you would like to receive a copy of the full year 1 report,  please email the Legacy Campaign team and they will be in touch.

In year two we have built on the success of year one increasing brand awareness and consideration of leaving a gift in your Will to your local hospice, expanding our broadcast activity to include radio in February and September 2026,  and developing new creative assets for hospices to bring the campaign to life, locally. 
 

But it doesn't stop there! 

You can now sign up to take part in the third year of the National Hospice Legacy Campaign.

This campaign is about long-term collective impact to tackle a sector-wide decline in legacy giving to hospices. The results so far are really promising - so imagine what we could achieve it we build on this momentum together! We can't do it without you. 

Why continuing together matters

• Legacies underpin hospice care: Gifts in Wills fund the equivalent of 400,000 nights of hospice care every year. With widespread financial pressures across the sector, growing this income stream is essential to ensure hospices can continue supporting the communities they serve and remain sustainable for the future.
• The window of opportunity is now: Other charity sectors are increasing investment in legacy advertising. To grow our share and capitalise on the gains we’ve made, we must keep the momentum going.
• Year One results show real impact: We’ve already seen significant shifts in perceptions of hospice care and increases in legacy enquiries. Imagine what we can achieve by continuing this campaign year after year.
• Collective participation drives scale: The more hospices who join, the greater our collective reach, visibility, and long‑term impact for the entire sector.