Legacy insights from Legacy Roundtable 17
Engaging Baby Boomers in Legacy Fundraising
This article is a companion piece to Legacy Roundtable Episode 17, where experts discussed engaging Baby Boomers in legacy fundraising.
The full episode can be listened to below.
Guests:
Becky Lackey & Laila Awda (GOSH Charity)
Francesca Mills (Asthma + Lung UK)
Eight Key Takeaways
1. Baby Boomers Are a Core Audience for Legacy Giving
"Baby Boomers will be responsible for the largest transfer of wealth in human history, making them a crucial audience for legacy fundraising."
Baby Boomers hold a significant portion of wealth, and charities need to ensure they effectively communicate with them. This generation is comfortable with traditional media like TV, radio, and live events, making these effective channels for legacy messaging.
To build trust and engagement, charities should use clear messaging that speaks to their values and motivations while ensuring consistency across all touchpoints.
2. TV and Radio Play a Strong Role in Legacy Awareness
"We definitely saw an increase in response when our DRTV advert was live."
GOSH Charity has embraced DRTV (Direct Response Television) and radio to reach Baby Boomers. While the direct response rate has been slightly lower than expected, the campaign has helped boost brand awareness. Radio, particularly with celebrity voices like David Tennant, can complement TV by reinforcing key messages and increasing overall engagement.
3. A Balanced Marketing Approach Is Key
"Legacy marketing needs to be an integrated strategy, not just about direct response."
GOSH Charity highlighted the importance of balancing direct response with brand awareness. A mix of TV, radio, direct mail, and digital ensures that different audience segments are reached in ways that resonate with them. Testing and iterating on media placement, creative content, and messaging are essential to refining strategies over time.
4. Baby Boomers Engage with Digital—But with Limits
"We can’t assume that just because they’re on email, they’ll be comfortable with digital forms and processes."
Asthma + Lung UK found that while Baby Boomers engage with digital content, some struggle with online forms or complex digital interactions. Supporting multiple channels—phone, mail, and online—is crucial to ensuring accessibility and inclusivity in legacy giving campaigns.
5. Addressing Concerns After a Charity Rebrand
"Many legacy pledgers wanted reassurance that their gifts would still go to the causes they originally intended."
Following the merger of Asthma UK and the British Lung Foundation, legacy pledgers had concerns about whether their donations would be honoured. The charity addressed these concerns through personalised communications, including letters and follow-up calls, ensuring trust and clarity in the transition.
6. Storytelling and Emotional Engagement Drive Legacy Interest
"Stories with emotional depth, including in-memory stories, resonate strongly with Baby Boomers."
GOSH Charity tested various storytelling approaches and found that stories with a clear emotional arc performed best. Stories that acknowledged challenges and hardships, rather than solely focusing on positive outcomes, generated higher engagement.
7. Exploring Non-Traditional Channels for Outreach
"We’re testing new ways to engage Baby Boomers by meeting them where they are—at exhibitions and events."
Asthma + Lung UK is piloting new outreach methods, including distributing legacy materials at an event targeted at affluent Baby Boomers. This low-cost initiative allows for direct engagement with a relevant audience segment outside of traditional fundraising channels.
8. Internal Buy-In Is Crucial for Legacy Growth
"We’re lucky to have leadership that supports investment in legacy marketing."
All speakers emphasised the importance of internal advocacy for legacy fundraising. Engaging senior leadership and cross-departmental teams ensures better integration of legacy messaging across all organisational activities. Education and storytelling are key to making the case for long-term investment in legacy giving.