The Institute of Legacy Management is urging charity chief executives and senior managers to improve their relationships with their legacy managers as part of a new campaign. 

The membership body’s first Love Your Legacy Manager campaign, which is due to be launched on 25 September, is designed to raise awareness of the importance of the legacy manager role and of legacies as a valuable income stream.

The campaign will include a dedicated LYLM website – which has already launched – video interviews with legacy managers and a range of downloadable resources. 

The resources include an information pack for chief executives, recent research about the state of the legacy market, a factsheet about the role of legacy managers and video and written interviews with legacy managers.

The campaign will kick off with a free one-hour webinar led by Matthew Lagden, chief executive of the ILM. 

The webinar will cover why charities should invest in their legacy teams, how legacy management delivers a return on investment and how much budget to allocate to legacies. It will also include a question and answer session with Lagden and other experts. 

People can register for the free webinar on the ILM website.

The ILM has also launched a mini-campaign ahead of the webinar. Called Time For Tea, it aims to encourage chief executives and senior managers to stop for a 10-minute tea break with their legacy managers to find out more about their role. 

Participants have been encouraged to post photos of their Time for Tea conversations on social media, featuring their specially made LYLM mugs (pictured above).

Lagden said: “We are thrilled to be launching this fabulous new campaign, which aims to shine a much-needed spotlight on the role of legacy teams.

He added that over the next 20 years, legacies would become “ever-more important” as an income source for charities of all sizes, but said members often said they felt “undervalued, under-resourced and struggle to be heard at the top table”.

Lagden said: “We hope that by focusing this campaign at senior charity leaders, it will help them understand more about the role of legacy teams and they will realise that if they invest more in legacies now, they will be helping to secure their charity’s financial future.”