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Celebrating Excellence: The 2025 Smee & Ford Legacy Giving Awards

Published 25 April 2025

21 winners and 10 high commendations at Smee & Ford's Legacy Giving Awards 2025

The 2025 Smee & Ford Legacy Giving Awards brought together some of the most inspiring individuals and organisations in the legacy sector yesterday (Thursday 24th April) to celebrate innovation, dedication, and impact.

Hosted at the Hilton London Bankside, the day began with an Excellence Forum featuring three dynamic panel discussions, each offering practical insight and inspiration. The first explored how charities can boost impact through collaboration, both internally and with external partners. The second focused on legacy stewardship excellence, showcasing ways to build meaningful, lasting relationships with pledges. The final panel was packed with creative campaign ideas from across the sector, spotlighting innovative approaches that others can learn from.

The afternoon awards ceremony was hosted by comedian Jo Caulfield, whose sharp wit and warm delivery set the tone for a well-earned celebration. What followed was a heartfelt celebration of the people and partnerships behind the scenes – those who bring together clear purpose, thoughtful strategy, and a deep commitment to meaningful, lasting impact.

The Legacy Giving Awards are a heartfelt celebration of the people and organisations shaping the future, one gift at a time. Each legacy—whether headline-grabbing or quietly generous—carries profound meaning and sends a hopeful message across generations. After nearly 20 years in the sector, I've witnessed remarkable growth in legacy giving, but the spirit of generosity remains unchanged. At these awards we recognise not only outstanding achievements and creativity, but also the powerful human stories behind every legacy. This recognition couldn’t be more timely; at a moment when attracting and retaining talented legacy fundraisers is more difficult than ever, we’re reminded of the vital and rewarding careers this sector offers. Congratulations to all the finalists, winners, and those who received a high commendation!

ACE Mixeact Legacygivingawards 2025 Allwinners

2025 winners

We are thrilled to honour the incredible organisations and individuals who took home awards this year:
Best Creative Partner to the Legacy Sector
Catsnake: The Story Agency
Catsnake and RSPB - Innovative Digital Lead Generation
Best Free Will Service
The Brain Tumour Charity and Make a Will Online, Fill Your Will With Hope: Free Wills Service 
Best Legal Partner to the Legacy Sector
Foot Anstey, Redefining Excellence in Legacy Support for Charities
Best Property Partner to the Legacy Sector 
Foot Anstey, Maximising Legacy Value for Property Gifts: Strategic Solutions for Charities

 

High Commendation:
Probate.Auction, Auction team
Best Start-up Legacy Programme
Soil Association, Let Your Love for Nature Live On Campaign
Best Strategic Will Provider 2025
Octopus Legacy, Going Beyond a Traditional Free Wills service


High Commendation:
Make a Will Online, Empowering Legacies with Strategic Edge Campaign
Digital Innovation in Legacy Giving
RSPCA, Driving Digital Results with New Channels, Smart Targeting and Audience Strategies

 

High Commendation:
Macmillan & Farewill, Green Label Co-branded journey
Director’s Award for Outstanding Legacy Manager
Debbie Henshaw, Cornwall Air Ambulance

 

High Commendation:
Michael Ross, Norwood
Excellence in Donor Journey & Pledger Stewardship
St Elizabeth Hospice, Window of Eternity Campaign
Excellence in Working with Lay Executors
Canal & River Trust, Legacy Administration & Beyond
Internal Collaboration Champions
Essex Wildlife Trust, Working Together for Wildlife Legacies

High Commendation:
Promoting Gifts in Wills at our Places - Empowering a Team of Storytellers
Legacy Administration Team of the Year
Christian Aid, Innovating to provide Excellent Legacy Case Management
Legacy Administrator 2025
Hayley MacNeill, Save the Children

 

High Commendation:
The University of Liverpool
Legacy Campaign of the Year (Income Over £3m)
Christian Aid, Faith Will Campaign

 

High Commendation:
GOOD Agency, Marie Curie’s Will Talk Campaign
Legacy Campaign of the Year (Income Under £3m)
Leukaemia UK, "Thank You" DRTV Campaign
Legacy Fundraising Event 2025 (Income Over £3m)
National Trust, A Gift to the Future
Legacy Fundraising Event 2025 (Income Under £3m)
Canal & River Trust, Gifts in Wills Events with the Wow Factor

 

High Commendation:
Keele University, Alumni and Fundraising Team, Keele University Pioneer Reunion
Legacy Fundraising Professional of the Year
John Coulthurst, British Red Cross 

 

High Commendation:
Emma Colborne, Blue Cross
Legacy Fundraising Team of the Year
Jewish Care, Legacy Fundraising Team
Legacy Volunteer of the Year
Howard Taylor, Magen David Adom UK 

 

High Commendation:
Judith & Austin Brown, North West Air Ambulance Charity
Outstanding Partner to the Legacy Sector
Farewill
Thank you to everyone who entered this year, our finalists and winners, and our brilliant partners – Probate.Auction, Shakespeare Martineau, FirstClass, Penningtons Manches Cooper. You are all a huge part of why legacy giving is such a powerful and enduring force in the UK. 

Could 2026 be your year? 

We’re already looking ahead to next year. If you’d like to be part of the 2026 Legacy Giving Awards, register your interest to stay informed about dates, submissions and event updates: 

Keep me updated >>