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. 

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

143 hospices joined the campaign in its first year, raising a campaign budget of £1,004,000.

The centrepiece of the campaign will be a powerful national TV ad. Due to air in early 2025, it will inspire viewers to leave a gift in their will to their local hospice. 

Participating hospices will receive a campaign toolkit so that they can activate the campaign locally and optimise its impact for their own hospice.

If you have any questions about the campaign so far, please email the Legacy Campaign team.

Our aim for year two is to build on the success of year one increasing brand awareness and consideration of leaving a gift in your Will to your local hospice to include: 

• Expanded media plan and focus areas
• New creative assets: updated messaging, visuals, and adaptations
• Learnings and insights from Year One 

Year two's activity will cover development of the expanded media plan and new assets in 2025, leading into broadcast and campaign activity in 2026.

We are inviting hospices to sign-up to join Year Two now.

Investment required 

In order to maintain momentum but also recognising the financial pressures that many hospices are under, we are keeping the investment required for year two at exactly the same level as year one. 

We will invest the money we save from not having to repeat the research stage into an expanded media plan to increase our reach. Fee levels are based on your hospice expenditure. Please see the fee table on the sign-up page for more information.

Deadline 

Please complete our online form to sign up by 1st March 2025. You will not be invoiced until after 1st April 2025.

We will provide all hospices that sign up for year two with further details about the roll out following the sign-up deadline.