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

Slides: Giving by the Generations

Pdf Summary

Children’s National Hospital Foundation’s CGP Conference 2025 presentation argued that planned giving should not focus only on older, traditional donors. Based on donor performance data, affinity surveys, and research projects, the team found that younger and middle-generation donors are increasingly open to legacy giving, especially Gen X donors who are often making first wills or updating estate plans.<br /><br />The session highlighted three donor segments: traditional donors, who give out of loyalty and responsibility; middle-generation donors, who value trust, transparency, and innovation; and new-generation donors, who are impact-driven and influenced by family, peers, and social media. The foundation sees the middle generation as the emerging planned giving audience.<br /><br />Key insights showed that legacy marketing works best when it reduces friction in four areas: awareness and understanding, taking action, disclosure, and connection/relevancy. Younger donors are more motivated by values, personal purpose, recognition as a “good person,” and opportunities such as matches, meeting others, and making small decisions. Trust and family concerns remain major barriers, and many donors seek planned giving information directly on charity websites.<br /><br />The presentation also emphasized the importance of a strong planned giving proposition: why make a gift now, what problem it solves, and why the organization is the best choice. For donor engagement, Children’s National found that annual impact reports, educational seminars, and meaningful invitations are especially valued by legacy donors.<br /><br />Overall, the message was to expand planned giving beyond known expectancies, build audience insights, use values-driven and digital-first communication, and create a broader donor journey that can turn first gifts into future legacy gifts.

Keywords

planned giving

legacy giving

Gen X donors

middle-generation donors

donor segmentation

affinity surveys

legacy marketing

charity websites

donor engagement

estate planning