Marketing legacy giving to millennials

Capitalise on the uptick in will-making

Fundraisers have spent the last 20 years marketing legacy gifts to prospects in their sixties, but COVID-19 propelled a huge uptake in will-making, largely among millennials and Gen X. The legacy market is evolving!

This session will unpack what it means to market legacy giving to a younger taregt audience than ever before, looking at everything from longer lifespans to KPIs. Younger generations are influencing charity revenues today and in the future and we need to evolve our marketing creative and channel choices.


Charlotte Field
Partner, Client Delivery, Research and Business Development, Good Works
Melanie Scholz
Director Client Experience, Good Works