Let's Talk Fundraising

Legacy giving is one of the UK charity sector's biggest income streams, yet it's still too often treated as an afterthought rather than a strategic priority. In this episode of Let's Talk Fundraising, the official podcast from the Chartered Institute of Fundraising, hosts Tim Beynon and Remember A Charity Director, Lucinda Frostick explore what it really takes to grow legacy income, with insight from Kay Harrison, Community and Content Manager at About Loyalty, and Victoria Friar, Head of Supporter Services at Air Ambulance Charity Kent Surrey Sussex (KSS).

Recorded following their session at Fundraising Convention, Kay and Vix unpack the data behind supporter loyalty and legacy giving, from the Chase Index's findings on commitment, satisfaction and trust, to why lapsed supporters are often more likely to leave a gift than active ones. They share practical, real-world examples of how consistent, thoughtful supporter engagement, from handwritten thank-you cards to carefully timed communications, builds the kind of relationships that lead to a gift in a will. It's a conversation packed with insight for fundraisers of every charity size looking to make legacy giving a genuine organisational priority rather than something that trickles along in the background.

With Remember A Charity Week falling in September, it's a perfectly timed reminder of how important legacy giving is.

Meet the guests

Kay Harrison is Community and Content Manager at About Loyalty, the supporter experience agency behind the Chase Index, the charity sector's loyalty benchmarking tool. With a background in events management, digital marketing and fundraising, Kay works with charities of all sizes to help them understand and grow supporter loyalty, bringing sharp insight into what drives commitment, satisfaction and trust across the sector.

Victoria Friar is Head of Supporter Services at Air Ambulance Charity Kent Surrey Sussex (KSS), where she leads on building long-term, meaningful relationships with supporters. Drawing on more than 20 years in the fundraising sector, Vix brings a grounded, practical perspective on embedding legacy conversations into everyday supporter communications, from e-newsletters to face-to-face touchpoints.

Connect with our guests and contributors
  • Kay Harrison, About Loyalty: LinkedIn
  • Victoria Friar, Air Ambulance Charity Kent Surrey Sussex: LinkedIn
Useful links
  • Find out more about Air Ambulance Charity Kent Surrey Sussex at aakss.org.uk and about About Loyalty and the Chase Index at about-loyalty.com.
  • About Loyalty’s research shows that improving the supporter experience leads to happier supporters, more charity income, and more legacy pledges. Discover more and unlock your copy of their research HERE 
  • Read more about loyalty and legacies on About Loyalty’s BLOG 
  • The Chase Index offers charities one clear measure for supporter experience, proven to grow supporter loyalty and lifetime value. Find out more about the benefits of becoming a member HERE 
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Produced by The Good Studio - thegoodstudio.co.uk

Creators and Guests

Host
Lucinda Frostick
Director, Remember A Charity
Host
Tim Beynon
Tim has spent 20 years heading up charity comms teams and today runs The Good Studio, producing content - including this podcast - for charities and purpose-led organisations.
Guest
Kay Harrison
Loyalty Action Planner, About Loyalty
Guest
Victoria Friar
Head of Supporter Services at Air Ambulance Charity Kent Surrey Sussex

What is Let's Talk Fundraising?

Let’s Talk Fundraising is the official podcast of the Chartered Institute of Fundraising, the charity that champions a lifetime of impact, a career in fundraising. Exploring the issues, ideas and debates shaping fundraising today - it's hosted each month by Tim Beynon, together with a rotating co-host. From sector news and current affairs to ethics, wellbeing, leadership and best practice, each episode brings practical insight and thoughtful discussion with fundraisers and experts from across the UK. Whether you work in fundraising, lead a charity, sit on a board, or simply want to understand how fundraising supports charities to change lives, Let’s Talk Fundraising is your place to listen, learn and be part of the conversation.