For years fundraising experts have been talking about the wealth transfer from the Baby Boomer generation. Economists confirm this is the largest wealth transfer from one generation to the next ever experienced and they predict that this may not happen again. While many charities have heeded the call to get their legacy program in order, many still have not seized this opportunity, choosing instead to focus on short/medium-term fundraising priorities.

For any fundraising professional, the questions that may arise are:

- How will this impact future legacy fundraising?

- How do other generations differ from the Baby Boomer generation?

- How can we start engaging with Gen Xers and Millennials about legacies?

- What potential do these generations have for legacy giving?

- And so much more.

In this session, we will break down the differences and similarities between generations from a social, political, economic, and cultural perspective. We will explore how charities can begin to engage with the next generation of legacy donors - while, at the same time, engaging with Baby Boomers - as a way to raise more from legacies today and tomorrow.

Learning Outcomes:

  1. Understand the differences between the three current generations (Baby Boomers, Gen Xers, and Millennials)

  2. Understand what is important to donors of these different generations

  3. How to move beyond legacy conversations with the Baby Boomer generation

  4. How to prepare the fundraising program to engage with other generations about legacy gifts

Ligia Peña, CFRE



Ligia Peña, CFRE is President of GlobetrottingFundraiser where she specializes in helping nonprofits build and grow their legacy program. She's also a Ph.D. candidate at the University of Kent, researching national legacy marketing campaigns as a tool to change society’s behaviour towards gifts in wills. As an AFP Master Trainer, she’s trained countless fundraisers around the globe. She's a sought-after and seasoned international presenter who enjoys sharing her knowledge and empowering nonprofits professionals to think about legacies differently by daring to be creative and innovative.