Legacy giving is expanding into new territory, and many organizations need a new way to navigate the opportunities. Interest is rising across generations, yet many programs remain anchored in strategies designed for older, long-on-file donors. The result: intention is rising, but many programs are still built for a different donor, a different moment and different expectations.
Drawing on insights from more than 60 affinity surveys, multi-market research and years of performance data, this roundtable explores the key friction points that prevent donors from moving from values alignment to intention sharing—and how to reduce them. Through the lens of a modern “legacy opportunity map,” panelists will share how leading organizations are identifying new audiences, reducing barriers and applying content and stewardship strategies that turn interest into meaningful engagement.
Together, we will examine how shifting demographics, life stages, and expectations are reshaping the legacy landscape. Participants will leave with a clear roadmap to unlock growth, simplify pathways, and build stronger, more sustainable legacy programs.
Learning Outcomes: - Identify the most common points of friction in the legacy journey and diagnose where outdated assumptions and systems are limiting engagement.
- Learn how to segment and prioritize emerging legacy audiences based on life stage, motivation, and readiness.
- Apply practical strategies to reduce complexity, strengthen donor confidence, and improve progression from interest to intention sharing.
- Develop a clear, actionable roadmap to modernize your legacy program and unlock new sources of long-term growth.
