Professional advisers are playing a crucial role in clients’ decisions to include charitable gifts in their Wills, according to new consumer research from Remember A Charity.
The study, carried out by independent agency OKO, shows that 60% of individuals who have discussed leaving a charitable gift with a professional adviser go on to include one in their Will, compared with 20% of those who have not had such a conversation.
The findings also highlight that more people are seeking financial advice (rising from 42% in 2021 to 53% in 2025), and that solicitors remain the most common route for writing a Will, used by 66% of those with a Will. The research also revealed a shift towards earlier Will writing, with Gen X-ers most commonly doing so in their 40s, Baby Boomers in their 60s and Silent Generation in their 70s.
The proportion of people choosing to include a charitable gift continues to grow overall, with 32% of people with a Will aged 40+ now including a charity).
Lucinda Frostick, Director of Remember A Charity, says:
“Professional advisers play a vital role in helping clients navigate complex decisions around their estates and finances. This research highlights just how influential those conversations can be, particularly when it comes to charitable giving.”
While legacy giving is increasingly common, it is younger generations, those with higher levels of assts and those who are aware of the tax incentives, who are most likely to leave a gift. Gifts to charity are exempt from IHT and donations of 10% or more reduce the rate of IHT from 40% to 36%.
However, awareness of the IHT benefits remains relatively low – at 42%. Even among individuals with assets of £1 million or more, 30% are unaware that leaving a charitable gift in their Will can reduce inheritance tax. For advisers, the findings underline the importance of making clients aware of the full range of options available, supporting informed decisions that reflect both personal values and financial circumstances.
Remember A Charity offers a free Campaign Supporter scheme and a wide range of resources for solicitors and Will-writers on legacy giving, with a dedicated hub for wealth advisers.
