For some time now I've been aware that many smaller, more local charities, are not getting their fair share of the gift income, that most of the large charities benefit from, which originates from gifts in people's Wills. This might be because the smaller charities don't think they can compete, or that it's too costly to get involved with.

However, the "big boys" don't have a monopoly on legacy income and, it is my opinion, that smaller, local charities are in a better position to promote the idea of leaving a gift in your Will to charity.

The strength of these smaller charities is that they are local. They are known by local people, some of whom might even have benefited directly from that organisation's services, or at least know friends, neighbours or relatives who have done so. Local people know the good work the charity does. They are aware of the stories about the cause, such as how it came to be and how it helps their local community.

In the light of the (somewhat misguided, I believe) phrase: "charity begins at home", local people like to think that every pound raised locally is being spent locally.

In terms of marketing, local charities are way ahead of the large charities, in getting their stories across, when they have an already receptive audience.

Added to this the fact that legacy marketing can bring in huge sums of money, for little, or, as they say here in Yorkshire, "nowt", it makes it the most cost-effective form of fundraising known to man (and woman). If your organisation has a mailing list, regular newsletters or a website, you have all you need to get started with a legacy campaign and it won't cost you anything (unless your webmaster charges you to add bits to your site).

Now there is a downside I need to mention. Gifts in Wills are completely unpredictable. You never know when one is going to come in, or what value they will be worth when they do. So don't try to reckon on legacies as part of regular income towards your day to day running costs, unless you already have a regular income from them each year on which to base this on.

It's better to treat gifts in Wills as very special income that needs to be treated specially. These remarkable gifts are made by individual people in a very personal way. No one writes a Will without much personal consideration first. The people who support your charity in this special way deserve to be remembered for their remarkable gift. So use income from legacies thoughtfully, possibly using the money to fund a project or the purchase of specialist equipment that it might otherwise have not been possible to fund.

Why not go to my blog, Freelance Fundraiser's Jottings (see the link above), where I'll be exploring more of the ways that smaller charities can become a part of this fundraising activity, without upsetting your Trustees, finance officers or supporters.

Remember: "Small is Bountiful"!