Are you targeting millennials with your legacy fundraising?

Millennials (anyone born between 1981 and 1996) are often described as phone-dependent, avocado-obsessed, selfie enthusiasts.

But there’s a lot more to them than that. From climate change and war to animal extinction, they care about what’s happening in the world and want to change things for the better.

A report called ‘The Value of Will Donations from Millennials and Gen X’, conducted by YouGov and published by WPNC found that 44% of millennials and Gen X (people born between 1966 and 1980) are thinking about donating to charity through a gift in their will.

It also found that just 12% of this demographic have chosen a charity to leave their gift to, and 87% haven’t written one at all.

This presents charities with a significant opportunity.

Culture shift

The same survey found that 32% of millennials and 29% of Generation X participants said they’d never seen an advertisement for legacy giving.

This is not surprising as legacy advertising typically focuses on older supporters.

However, there’s been a culture shift since the pandemic. A growing number of young people are thinking about their future and writing a Will.

What does this mean for charities?

If you’re not targeting millennials and Gen X with your legacy marketing, you’re missing out.

Wondering how to entice them? Why not offer them a free (or heavily discounted) Will-writing service? The aforementioned YouGov survey found that 37% of millennials and 24% of Gen X would be receptive to using one. And when pressed further, the majority said they would be happy to make a legacy gift in return for free Will-writing advice.

Some charities are ahead of the game. UNICEF, the British Heart Foundation, and the NSPCC are a few of the 188 UK-based charities that have signed up to the National Free Wills Network – a paid-for programme that offers complementary Will-writing services to their supporters.

Charities pay for the Wills to be written via the network and connect donors with local solicitors to help them document their wishes.

Looking for Inspiration?

Earlier this year, WaterAid launched an effective legacy advert on national television. It formed part of a campaign to attract younger donors and boost legacy income.

For more inspiration, check out this blog post by American marketing company Data Axle. It shares six top tips for engaging with young donors.

Want to lead the way with legacy fundraising? We can help you find the right fundraiser for the job. Give us a call on 0203 750 3111 to find out how.