News Detail

Oct 30, 2024

Medical charities jump up legacy league table

Medical research charities have seen a boost in their likelihood to benefit from legacies, although animal charities continue to be the most likely to receive legacy gifts, new research shows.

The Legacy Potential Premier League Table 2024/25, produced annually by the research company Fastmap and the consultancy Freestyle Marketing, ranks charities by their potential to generate future legacy gifts from their supporters.

Some medical charities have climbed up the rankings this year, with Alzheimer’s Society entering the top 10 in ninth place – up four spots compared with last year.

Cancer Research UK jumped two spots to eighth place. 

But the medical research charity Alzheimer’s Research UK dropped a position, from sixth to seventh place, while Diabetes UK fell by seven places, from eighth to 15th. 

Animal charities exclusively dominate the top six spots in the rankings, while last year they held the first five places. 

Cats Protection was ranked number one for the third year in a row, followed by Dogs Trust in second place – up from third last year.

The Donkey Sanctuary followed in third place, down one spot from last year. The dogs and cats charity Battersea remained in fourth place, while Blue Cross came in fifth, followed by RSPCA in sixth.

The research is based on a survey of 10,000 people over the age of 50 who support at least one charity. Respondents were asked comprehensive questions about charities they support and charities they would consider leaving a legacy to.

This is the seventh year that the research has been carried out, with a total of 50,000 people consulted since the research began.

The report says: “While animal charities continue to dominate, with Cats Protection, Dogs Trust and The Donkey Sanctuary retaining their top spots, attention is shifting to movements elsewhere.

“Alzheimer’s Society has climbed four places, highlighting growing engagement, while Cancer Research UK has only slightly dipped, indicating continued strong support despite increasing competition.”

The report adds: “The table showcases the dynamic nature of legacy giving, with strong performances across different causes, emphasising the importance of adaptability in maintaining supporter interest over time.”