Engaging younger donors in legacy giving: Building a sustainable future

Let’s be honest—when most of us hear “legacy giving,” we envision octogenarians reviewing their wills, not thirty-somethings scrolling through Instagram. But what if we told you that the future of your nonprofit’s planned giving program isn’t just sitting in retirement communities but is swiping through TikTok right now?

Welcome to the new frontier of legacy giving, where the donors of tomorrow are already making decisions today about the causes they’ll support for decades to come. We recently presented a webinar about this content (you can watch it here) and wanted to share our insights as many nonprofits are working hard to build and strengthen their legacy (formerly known as planned) giving programs. 

The end of an era (and why that’s actually okay)

For generations, nonprofits have masterfully cultivated relationships with donors who discovered them through direct mail campaigns and landline phone calls. These supporters would engage with your organization throughout their retirement years, eventually culminating in that coveted legacy gift—the pinnacle of the traditional donor journey.

But just as we’ve traded our flip phones for smartphones and encyclopedias for Wikipedia, the philanthropic landscape is evolving, too. While change can be intimidating, it presents incredible opportunities for organizations willing to adapt.

Why should you care about younger donors now?

You might think, “But my nonprofit needs donations today, not thirty years from now!” That’s a valid concern, but consider this: the seeds you plant now will grow into the organization’s future financial stability.

Engaging younger donors isn’t just about securing future bequests—it’s about building a pipeline of supporters whose relationship with your organization will naturally progress from annual giving to major gifts, board service, and ultimately, legacy giving.

Think of it as the philanthropic version of compound interest—the earlier you start, the greater the returns.

Understanding the generational giving landscape

Before we dive into strategies, let’s understand who we’re talking about. Each generation approaches philanthropy with distinct preferences and behaviors:

Baby Boomers (1946-1964)

Our traditional legacy giving champions remain a powerful force in philanthropy. They tend to be:

• Loyal to specific organizations they’ve supported for years
• Comfortable with larger, less frequent donations
• Responsive to direct mail and personal outreach
• Motivated by organizational reputation and longevity

Generation X (1965-1980)

The “middle child” of generations is often overlooked in philanthropy discussions, but they’re entering their prime earning years and thinking about their legacies. Gen X donors typically:

• Value transparency and regular reporting
• Donate consistently but want to see tangible results
• Balance supporting established institutions and innovative approaches
• Appreciate direct communication without excessive formality

Millennials (1981-1996) & Gen Z (1997-2012)

These younger generations are redefining philanthropy in real-time. They generally:

• Prioritize causes aligned with personal values over specific organizations
• Prefer digital platforms for engagement and giving
• Make smaller, more frequent donations across multiple organizations
• Seek interactive experiences and opportunities for direct involvement

We’ve heard fundraising staff say, “Our Baby Boomer donors fall in love with our organization, while our Millennial donors fall in love with our cause.” That distinction is crucial to understanding how to engage younger supporters effectively.

Building your younger donor legacy strategy

So, how do you create an approach that resonates specifically with Millennials and Gen Z? Let us walk you through a comprehensive strategy based on what’s working for forward-thinking nonprofits today.

1. Reimagine your communication approach

The days of relying solely on annual appeal letters and quarterly newsletters are behind us. Younger donors inhabit a digital-first world, and your communication strategy needs to meet them where they are.

Digital-first engagement

The most successful organizations are embracing the following:

• Multiple messaging platforms: Email remains essential, but consider how texting and messaging apps (WhatsApp, Instagram DMs) can create more immediate connections.
• Short-form video content: A 60-second video explaining how a legacy gift creates impact can be more powerful than a four-page brochure. 
• Social media engagement: Rather than just broadcasting messages, create opportunities for interaction. Polls, questions, and interactive content perform significantly better with younger audiences.
• Interactive learning opportunities: Webinars, live Q&A sessions, and virtual tours give potential donors a deeper understanding of your work.

Personalized messaging

This isn’t just about adding a name to an email greeting. True personalization means:

• Relating impact stories to their specific values and interests
• Acknowledging their life stage and priorities
• Recognizing previous engagement with your organization

A recent report summarized in Nonprofit Pro highlights that younger donors want to be included in an organization’s mission, not just fund it. Recognizing this shift is key to successfully engaging them in planned giving conversations.

Transparency above all

If there’s one thing that unites younger donors across all causes, it’s their demand for transparency. They want to know:

• Exactly how their gifts are used
• What progress is being made toward the goals
• How the organization is addressing challenges

Value alignment is non-negotiable

While previous generations were often loyal to specific organizations, younger donors tend to focus on causes that align with their values. This means your legacy program messaging should highlight how it will impact causes that resonate deeply with Millennials and Gen Z, for example:

• Social justice and equity
• Climate action and sustainability
• Supporting marginalized populations
• Mental health and well-being

2. Reframe “legacy” for younger audiences

Let’s face it—the term “legacy giving” can feel disconnected from younger donors’ current life stage. Many associate it with end-of-life planning or something relevant only to the wealthy or elderly.

A more effective approach is to position planned giving as an investment in the future—a way to sustain impact for years. Consider alternative framing like:

• Future Impact Giving
• Sustained Change Gifts
• Forever Funding

3. Make legacy giving accessible and (dare we say) fun

Younger donors are juggling multiple priorities—careers, families, financial planning, student loans—you name it. Legacy giving needs to be made accessible, engaging, and even enjoyable.

Educational resources that don’t induce napping

Instead of dense legal explanations, offer:

• Webinars and workshops tailored to different life stages
• Simple, jargon-free guides to planned giving options
• Interactive content like FAQs, impact calculators, and explainer videos

Beyond bequests

While wills and bequests remain important, younger donors appreciate understanding all their options:

• Beneficiary designations on retirement accounts or life insurance
• Donor-advised funds with legacy provisions
• Appreciated assets

Make these options accessible with step-by-step guides and simplified explanations. Remember, your goal is to remove barriers, not create them.

Show long-term impact

Younger donors are motivated by making a difference, so show them how planned gifts create real change in communities:

• Use visual storytelling to project the future impact of today’s legacy commitments
• Share testimonials from donors who have committed to future gifts
• Develop case studies showing how past legacy gifts have transformed your work

The Emporia Community Foundation created a “Legacy Giving Radio Show” series that shared the stories of the past funders who have invested in the infrastructure of the community so that the younger generation would understand the impact it has on their day-to-day lives.  

Building community through giving

Younger generations value collective action and community building:

• Create giving circles focused on long-term impact
• Develop mentorship programs pairing newer donors with seasoned philanthropists
• Implement gamification elements like challenges or donor leaderboards

One interesting approach we’ve seen is a mentoring program between current, seasoned legacy donors and endowment creators with the younger generation.

4. Recognition and involvement: The dynamic duo

While public recognition isn’t always the primary motivator for younger donors, meaningful involvement is. Organizations seeing the most success with younger legacy donors are creating comprehensive recognition and engagement programs.

Authentic recognition

Younger donors appreciate recognition that feels genuine and aligned with their values:

• Highlight the impact of their commitment rather than just the financial aspect
• Create opportunities to share their personal story and connection to your cause
• Consider how recognition can extend beyond traditional methods like name plaques

Meaningful involvement

Beyond recognition, younger donors want active roles in your organization’s future:

• Advisory councils specifically for younger supporters
• Behind-the-scenes access to your organization’s work
• Opportunities to contribute skills and expertise, not just money

Many nonprofits create a “Next Generation Advisory Board” for younger donors who have made legacy commitments. This group provides input on strategic planning and program development, creating a deep sense of ownership in the organization’s future.

Building Donor Communities

Facilitating connections between like-minded supporters creates powerful bonds:

• Host networking events specifically for younger legacy donors
• Create online communities where supporters can connect
• Develop mentorship programs pairing different generations of donors

The Time to Start Is Now

Legacy giving isn’t just for retirees reviewing their estate plans—it’s a powerful way for donors of all ages to shape the future of causes they care about deeply. Organizations that invest in building relationships with younger donors today will create a sustainable base of support for generations to come.

By rethinking communication strategies, reframing how we talk about legacy giving, and making planned gifts both accessible and engaging, we can ensure that younger donors see legacy gifts not as something reserved for later in life but as a meaningful part of their philanthropy right now.

And that’s the beauty of engaging younger donors in legacy giving—it transforms your organization’s future and your supporters, creating a partnership that will bear fruit for decades.

About the authors:

Lori Kranczer is the founder of Link Elevating Philanthropy, a boutique nonprofit and philanthropic consultancy in New York City.  

Farra Trompeter is the co-director of Big Duck, a worker-owned communications firm that advances nonprofit’s missions by building strong brands, creating compelling fundraising and outreach campaigns, developing communications plans, structuring communications teams, and leading workshops.  

Connect with Lori Kranczer and Farra Trompeter on LinkedIn.