Legacy insights from Legacy Roundtable 14

The Baby Boomer Audience

This article is a companion piece to the Legacy Roundtable Episode 14, which focused on Baby Boomers and their motivations for leaving a legacy gift. Our expert speakers, Christian Taylor (The Kite Factory) and Dr Claire Routley (Legacy Voice), shared key insights into engaging this audience effectively.

You can listen to the full episode below.

Speakers:

• Christian Taylor, The Kite Factory

• Dr Claire Routley, Legacy Voice

Eight Key Takeaways

1. Baby Boomers vs The Silent Generation: Understanding Media Consumption

"55-64-year-olds engage with digital media at far higher rates than the 75+ audience." – Christian Taylor

Baby Boomers (aged 56-74) have distinct media habits compared to the Silent Generation (75+). Over 80% of over-55s use the internet, but younger Boomers are far more likely to engage with mobile devices and social media. This makes it crucial to tailor legacy marketing strategies to these differing habits.
Older audiences remain highly engaged with traditional media, particularly television and direct mail, making these channels effective for reaching them.

2. Brand vs Activation: Striking the Right Balance

"Financial services brands typically invest 80% in brand advertising and 20% in activation – legacy marketing may need a similar approach." – Christian Taylor

Brand awareness is critical in legacy fundraising, as decisions to leave a gift often take years to materialise. Investing in emotional advertising that builds long-term consideration ensures charities stay top of mind when supporters are ready to update their will. Short-term activation campaigns (such as lead generation ads) complement this strategy but should not be the sole focus.

3. Flighting: The Impact of Seasonal Legacy Marketing

"Most legacy marketing spend peaks in March and September, driven by industry-wide campaigns like Remember a Charity Week." – Christian Taylor

These peaks benefit charities by creating wider public awareness of legacy giving. However, there is an argument for a more 'always-on' approach to ensure charities remain relevant when individuals reach key life milestones that prompt will-writing.

4. Reaching High-Value Individuals

"Just 6% of legacies account for 50% of legacy income, making it vital to identify and engage these supporters." – Christian Taylor

High-value legacy givers are often home-owners with no children, highly charitable, and interested in arts, travel, and nature. They research their decisions carefully and value human interaction. Charities should consider targeted messaging, partnerships, and stewardship that aligns with these interests.

5. The Importance of Psychological Well-Being in Legacy Giving

"Leaving a legacy gift can enhance well-being by reinforcing a person’s sense of purpose and connection." – Dr Claire Routley

Research shows that legacy giving aligns with key psychological motivators such as autonomy, competence, and relatedness. Charities can enhance engagement by emphasising how legacy gifts help individuals leave a lasting impact.

6. Symbolic Immortality: The Drive to Be Remembered

"For many, a legacy gift is about ensuring their values live on, especially for those without children." – Dr Claire Routley

Many supporters seek a sense of continuity beyond their lifetime. Messaging that focuses on sustaining values rather than personal recognition can be effective, especially when targeting child-free individuals.

7. Charities Must Convey Stability and Longevity

"Donors want to be sure their gift will make a lasting difference – perceived instability can be a barrier." – Dr Claire Routley

While financial urgency can work in general fundraising, legacy givers look for charities that demonstrate long-term impact. Communicating an organisation’s stability and historical achievements reassures potential donors that their legacy will be protected.

8. Updating Wills: The Overlooked Opportunity

"Many wills are rewritten due to life changes – charities need to maintain engagement to stay included." – Dr Claire Routley

Half of all legacy gifts in wills are removed within ten years, often due to changes in personal circumstances. Charities should build ongoing relationships with legacy supporters, offering regular touchpoints to encourage updates rather than assuming an initial pledge is permanent.