This year’s Include a Charity (IAC) Week, held from 2-8 September, served as a powerful reminder of the critical role Gifts in Wills play in driving long-term social impact and delivering philanthropic revenue. This year also delivered record engagement metrics over the eight-week digital campaign, along with outstanding support and feedback from the sector, in particular to the IAC Week Roadshow speaker, Dave Smith, and his content on ‘gift planning’ compared to planned giving.
We may call it Include a Charity Week, but the preparation and strategy begin nine or ten months before; planning for the theme, developing the digital sprints and rollout, media releases and case studies, and roadshow venues and planning. The theme for 2024, “Be the Spark,” beautifully captured the essence of legacy giving – an act of hope and generosity that lights the way for others, far beyond our own lifetime. This year’s video utilised stop-motion cinematography to emblemise the cycle of life, the highs and lows, and the message that leaving a Gift in your Will is not only a gesture of kindness, but a spark of transformation that can illuminate the lives of those in need, long after we’re gone.
Sharing personal experiences of the joy in leaving a Gift in a Will
One of the most moving aspects of IAC Week was hearing directly from individuals who have already made the life-changing decision to include a charity in their Will. These case study stories of generosity resonated deeply, as these individuals shared how making this commitment gave them a sense of purpose and fulfillment. Knowing that they will contribute to something bigger than themselves, and how these givers have found a renewed sense of connection to the causes they care about.
We heard from 55-year-old Melbourne resident, Andrew Atkinson, a former United Nations Peacekeeper, who has decided to leave a Gift in his Will to UNHCR, after witnessing their vital efforts to repatriate displaced people during his two tours of service in Timor Leste.
Throughout IAC Week, we received broadcast, print and online media coverage for the campaign and outlined the growth in bequest-giving. The media also engaged in heartfelt discussions with many supporters, from faith-based to children’s charities, from health to research causes. We had an amazing pool of bequestors who shared their stories and echoed these sentiments. Essentially, their experiences underscored that leaving a charitable legacy not only benefits the recipients, but also provides the giver with a lasting sense of purpose and fulfillment.
These personal journeys bring a new dimension to the conversation about legacy giving. It’s not just a transaction or a financial decision; it’s an emotional investment in the future, and one that profoundly changes lives – both for those who receive and for those who give.
Learnings from the IAC Week Roadshow
This year’s roadshow (September 2-10) featured Dave Smith, a renowned expert in Gifts in Wills and planned giving, and the founder of Heaton Smith Australia, part of Heaton Smith Group, USA. Dave led a series of in-person and virtual events for fundraisers across Sydney, Perth, Adelaide and Melbourne, offering deep insights into the future of Gift in Wills fundraising. These sessions explored how demographic shifts, technological advancements, and evolving marketing strategies are reshaping the sector.
Through interactive workshops and presentations, Dave focused on steering charities towards the next phase of legacy giving, with an emphasis on engaging the upcoming generation of donors. His presentations delved into innovative approaches to gift planning – combining lifetime gifts and non-cash assets with future estate plans – and highlighted the legal and financial advisor’s role in philanthropy. Key client questions were addressed, and impactful case studies of blended gifts were shared, offering practical insights into how charities can better meet donor needs through collaboration and creative gift planning strategies.
We had more than 340 people attend the IAC Week Roadshows across the country: Perth, Adelaide, Melbourne and Sydney – plus an online presentation for anyone unable to attend in person. The Sydney event was recorded, so it is available to watch as a member (IAC Members receive everything free.) The IAC Week digital campaign also performed exceptionally well this year (with a minimal budget), top line results:
- 1.6 million impressions
- 364,000 video views – 44% higher than 2023
- Over 12,000 landing page visits at an Average CTR of 0.78% – 95% higher than 2023
Looking Ahead to IAC Week 2025
Looking forward, we are incredibly excited about the momentum we’ve built this year. Include a Charity Week 2025 promises to be even more impactful, as we are working with sector experts and legal advisors to increase our scope and impact to new and wider audiences. We will continue advocating for legacy giving throughout the year and inspiring and informing Australians of the profound impact of a gift in their Will. The enthusiasm and energy generated throughout the 2024 roadshows have laid a strong foundation for 2025 and new developments, and we are committed to delivering an even more engaging and far-reaching campaign next year.
About Include a Charity Week
Include A Charity Week is an annual campaign that promotes leaving a legacy and encourages Australians to pledge Gifts in their Will. This initiative aligns with international Gifts in Wills weeks and has a significant impact on charities and nonprofits. Supported by nearly 100 charities across Australia, Include A Charity Week raises awareness about the importance of charitable Gifts in Will and helps organisation convey their significance to the public.
Helen Beeby is Campaign Director at Include a Charity.
