Irish “Legacy Giving” TV Campaign Launched

A nationwide TV advertising campaign is currently underway to promote the cause of legacy giving in Ireland. Launched by the umbrella group, Legacy Promotion Ireland (LPI), a consortium of 40 charities and non-profit organisations, the aim of the campaign is to encourage Irish people to consider leaving a portion of their Will to a favourite charity or cause in order to have a positive impact on the lives of future generations.

Members of the LPI include the Alzheimer Society of Ireland, Amnesty International, Barnardos, Concern, Focus Ireland, the Irish Council for Civil Liberties, the Irish Cancer Society, the ISPCA and Unicef amongst others.

Speaking at the launch of the TV campaign, Nichola Mullen, Chair of Legacy Promotion Ireland and Corporate Development Manager, Arthritis Ireland said, ‘Ireland is experiencing what is commonly referred to as a greying population, a direct result of an increasing elderly population and in increasing life-expectancy. The Central Statistics Office estimates that by 2010 11.5% of our population will be aged 65 years and over and that figure will have risen to 15.5% by 2020. These older member of our population are ‘liquid poor’ but ‘cash rich’ and therefore legacy giving is a perfect method of giving for older people. Our aim is to reach out to these people and their financial advisors in a very sensitive way and ask them to think about leaving a legacy in their Will to create a better future for others.”

Research compiled by the LPI on charitable and legacy giving in Ireland and internationally shows:

  • 89% of the Irish population do contribute to charity at some point in their lives
  • Charitable giving accounts for 2.1% of GNP in Ireland (by comparison UK charitable giving only accounts for 0.77% of GNP)
  • 45% of a representative sample of ABC1 socio economic groups in Ireland indicated that they have made a Will
  • New research conducted by nfpSynergy, a research company specialising in charitable giving, has shown that when adults aged 16+ were questioned, 12% had included a charity as a beneficiary in the Wills in Ireland – compared to 16% in the UK
  • International research on charitable and legacy giving shows that 60% of people who support charities are happy to consider leaving a gift in their Will
  • Furthermore 25% believe that it is very acceptable for a charity to ask people for this kind of support
  • In the UK only 5.5% of the population die each year leaving a legacy while this figure is only 8% in the US.
  • The main reasons people cite for leaving a bequest are that it leaves a legacy for the protection of the world going forward, empathy with a charity and a positive experience of dealing with a particular charity
  • The complexity involved in making a Will, the requirement to visiting a solicitor and the cost involved are the three primary barriers people perceive when making a Will

This TV campaign will run on RTE1, RTE2, TV3 and SKY NEWS from Monday 7th July to Sunday July 27th.

Please visit for further information.


Original source: My Legacy website