PROTOTYPE Giving by the Generations: Fueling Legacy Growth through Audience Targeting-Recording: Giving by the Generations

Video Transcription

Video Summary

This webinar, part of the CGP Conference Encore Series, featured Kimberly Blease and Tamara Speerling discussing how planned giving must evolve to engage younger generations. Using research and insights from Children’s National Hospital, they argued that legacy giving should begin earlier in the donor journey, not just with donors age 70+. Their findings showed strong interest in planned giving among Gen X and younger boomers, especially among donors connected by cause, not just personal experience.<br /><br />They emphasized that successful legacy marketing depends on audience insights, values alignment, trust, donor experience, and clear propositions about why to give now and why the organization is the best choice. The speakers also highlighted the importance of website content, digital and social media, matches, recognition societies, and integrated stewardship strategies.<br /><br />At Children’s National, these efforts helped expand lead generation, strengthen donor engagement, and build a stronger legacy pipeline. The session closed with practical advice: broaden targeting, collect better data, use multiple communication channels, and start legacy conversations earlier to build long-term value.

Keywords

planned giving

legacy giving

younger donors

donor engagement

Gen X

legacy marketing

Children’s National Hospital

donor journey

digital stewardship