Legacy Manager

Legacy stewardship

• Develop and deliver audience-led stewardship journeys that deepen supporter engagement, increase legacy enquiries and pledges, and strengthen long-term supporter loyalty.
• Build meaningful, compassionate relationships with legacy pledgers and prospective legacy supporters through personalised stewardship and engagement opportunities.
• Establish and manage a legacy recognition programme to celebrate and thank supporters who have pledged a gift in their Will.
• Plan and deliver stewardship events, webinars, visits and other engagement activities that demonstrate the impact of legacy giving.
• Act as an ambassador for legacy fundraising, representing Ripple Effect at internal and external events, presentations and sector networks.
• Manage sensitive conversations relating to gifts in Wills with empathy, professionalism and supporter-centred care.
• Be a spokesperson for legacy giving, internally and externally, including organising and speaking at cultivation events and webinars.

Legacy marketing

• Develop compelling legacy propositions, cases for support and supporter-centred messaging that inspire supporters to consider leaving a gift in their Will.
• Lead the planning, delivery and evaluation of integrated multi-channel marketing campaigns to recruit and retain legacy supporters ensuring activity is insight-led and delivers measurable outcomes.
• Work closely with the Comms & PR Manager to develop powerful stories, supporter communications and marketing materials that demonstrate the transformational impact of legacy gifts.
• Ensure all legacy communications reflect organisational values, brand guidelines and fundraising best practice.
• Oversee the charity's legacy and in-memory digital presence, ensuring content remains relevant, engaging and optimised for conversion.
• Identify, test and evaluate new products, channels and approaches to increase legacy awareness, consideration and pledger acquisition.

In memory

• Lead the development and growth of the organisation's in-memory fundraising programme, identifying new opportunities to increase engagement and income.
• Design and deliver personalised supporter journeys for in-memory donors, ensuring they feel valued, supported and connected to the charity's mission.
• Develop and promote a range of in-memory giving opportunities, including tribute funds, funeral collections and commemorative giving initiatives where appropriate.
• Monitor and evaluate programme performance, identifying opportunities to strengthen supporter retention and lifetime value.

Budget management and financial planning

• Track the legacy pipeline, forecast future income and manage legacy marketing budgets to maximise return on investment (ROI).
• Manage legacy and in-memory fundraising budgets effectively, monitoring expenditure and ensuring activity delivers value for money.
• Provide accurate pipeline and income forecasting to support organisational budgeting, business planning and financial reporting.
• Monitor campaign performance against agreed targets and take action to optimise results and achieve income objectives.

Data, insight and reporting

• Analyse supporter data, market trends and campaign performance to inform strategy, decision-making and future investment.
• Adopt a test-and-learn approach, building evidence and insight to continually improve supporter journeys, campaigns and fundraising products.
• Maintain accurate supporter and legacy records on the CRM, ensuring compliance with data protection requirements and organisational standards.
• Produce regular reports, dashboards and performance analysis for senior stakeholders, highlighting progress, risks and opportunities.
• Monitor key performance indicators and make recommendations to improve supporter acquisition, engagement, conversion and retention.

Person specification

Essential

• 2-5 years' experience in legacy fundraising, including legacy marketing, stewardship, pipeline management and/or estate administration.
• Proven experience of developing and delivering successful supporter acquisition, stewardship and retention activities, ideally within the charity sector.
• Experience of planning and managing multi-channel marketing campaigns, including a combination of digital, direct mail, email, telephone and events.
• Demonstrable ability to use data, insight and supporter behaviour analysis to inform decision-making and improve performance.
• Experience of developing supporter journeys and engagement programmes that strengthen supporter relationships and increase conversion or retention.
• Experience of managing relationships with a range of internal and external stakeholders, including agencies, suppliers and professional advisers.
• Experience of monitoring campaign performance, managing budgets and reporting against agreed objectives and KPIs.
• Sound understanding of legacy fundraising principles, including legacy pipelines, supporter stewardship and gifts in Wills marketing.
• Knowledge of probate processes, estate administration and the legal framework relating to charitable legacies.
• Experience using CRM databases to manage supporter records, analyse performance and maintain data quality.
• Strong project management skills with the ability to manage multiple priorities and deliver high-quality work to deadline.
• Experience of working collaboratively across teams to achieve shared organisational goals.
• Excellent written and verbal communication skills, with the ability to communicate sensitively and effectively with a range of audiences.
• Strong copywriting skills with the ability to create compelling, supporter-focused content across online and offline channels.
• Exceptional relationship-building and interpersonal skills, with the confidence to engage and influence supporters, colleagues and external stakeholders.
• Ability to handle sensitive and emotional conversations with empathy, discretion and professionalism.
• Highly organised, with excellent planning and prioritisation skills and the ability to manage a varied workload effectively.
• Strong analytical skills with the ability to interpret data, identify trends and translate insight into action.
• Ability to work independently, use initiative and take ownership of projects while contributing positively as part of a team.
• Strong attention to detail and commitment to accuracy, particularly when managing supporter data and estate administration.