In our annual study alongside Seniosph\u00e8re Conseil, we spend time understanding the expectations and priorities of the 50 to 70 year old generation.\r\n\r\nIn recent years this market has become increasingly strategically valuable to brands, due to high levels of disposable income. They are also tech-savvy; a generation raised on consumption, marketing, brands and innovation.\r\n\r\nHow can charities understand the effects of ageing and the evolving needs of the Baby Boomer generation to encourage legacy giving?\r\n\r\n1. Things are getting tough!\r\n\r\nAs with everything, consumers are bombarded with charity messages. We are constantly being asked to donate money to a good cause, sponsor a friend or take part in an event.\u00a0 We are bombarded via social media and in the street.\r\n\r\nIt\u2019s therefore getting harder for campaigns to cut through and make a lasting impression with their legacy communications. \u00a0Charities must cut through the clutter and engage supporters so they become longer term loyalists who will consider leaving a legacy.\r\n\r\n2. Sensible targeting\r\n\r\nLast year\u2019s criticism of fundraising practices has led to a public backlash, where there is a consensus for tighter regulation of charity fundraising.\r\nThe golden rule for all legacy campaigns is that any engagement should inspire, create empathy and crucially a sense of trust so audiences are not pressurised into giving.\r\n3. Be open and honest\r\n\r\nSupporters want to know exactly how their gift will make a difference. Remember, Baby Boomers have time on their hands, so will make a considered and informed decision about which charity to support.\r\n\r\nMany charities have a dedicated legacy page on their website, but maybe there is a need for stronger clarification on the process of leaving a gift?\r\n\r\n4. Create talkability\r\n\r\nThe ALS\/Motor Neurone Ice Bucket Challenge highlighted how effective social media and PR can be for charities.\u00a0As with any campaign, driving talkability and sharing is key and it is the fun aspect that generates this, rather than the cause.\r\n\r\nCharities need to think of ways to tailor campaigns to make them relevant to the Baby Boomers. Remember, this audience is digital-savvy so they will share the experience to help drive awareness.\r\n\r\n5. Bring stories to life\r\n\r\nAs seen with Cancer Research\u2019s latest campaign, bringing patients\u2019 stories to life helps to create a personal level of engagement.\r\n\r\nGenerating empathy in the same way with legacy communications will deliver greater awareness to your brand and willingness to act. What tangible difference will their gift make to your cause in the future?\r\n\r\n\r\n\r\n6. Understand your supporter base\r\n\r\nDifferent people have different reasons for leaving a gift in their Will. It may be purely the closeness to the cause or knowing someone who has left a legacy.\r\n\r\nTapping into these deep-rooted motivations will strengthen your legacy marketing.\r\n\r\n7. Where there\u2019s a Will there\u2019s a way\r\n\r\n2014 figures from nfpSynergy show that 17% of the public claim to have left a gift and legacy income is currently\u00a0estimated to be worth\u00a0more than \u00a32\u00a0billion a year. There is undoubtedly a correlation between building awareness through campaigns with solicitors and Will-writers and engagement.\r\n\r\nBaby Boomers are likely to have more than one visit to their solicitors to amend their Wills, so don\u2019t forget their power of influence.\r\n\r\nJohn Whittaker, head of marketing at Future Thinking\r\n\r\nRead our recent blog on what the changing advertising market means for charities.