We’ve all spent the last 20 years marketing legacy gifts to prospects in their 60s. But the early days of the COVID-19 pandemic propelled a huge uptake in will-making – and most of those new wills are being made by Millennials and Gen X. In the years since, the legacy market has evolved! In this session, we’ll unpack what it means to market legacy giving to a younger target audience than ever before. From the impact of their long lifespans on our KPIs, to the way they’ll influence revenue today and tomorrow, to the ways we need to evolve our marketing creative, giving options, and channel choices.

Presenters:

Charlotte Field is a fundraiser and digital native with more than a decade of experience in communications and fundraising. She’s a strategic thinker with a mind for integrating offline and online tactics to create cohesive donor journeys that generate exceptional results. As a partner at Good Works, she’s worked with charities of all sizes and causes to raise funds from annual and legacy donors. Charlotte is a co-author of ‘You Can’t Take It With You: The Art & Science of Legacy Fundraising’ (2019), a regular on the conference circuit, and pronounces ‘GIF’ with a hard ‘G’.

Melanie Scholz, CFRE has more than 14 years of experience in the fundraising sector, conceptualizing and managing innovative direct response campaigns for mail, phone, and digital. Since joining Good Works in 2018, she's worked with nonprofit clients to build their legacy giving pipelines, and communicate with prospective donors through compelling, inspiring – and effective – storytelling. Melanie holds a Bachelor in Public Relations from Mount Saint Vincent University, is a member of the Association of Fundraising Professionals (AFP) Ottawa Chapter, and successfully gained her CFRE in 2022.