# Nearly half of Millennials & Gen X currently considering a legacy gift - Link: https://fundraising.co.uk/2022/05/11/nearly-half-of-millennials-gen-x-currently-considering-a-legacy-gift/ - Published: 2022-05-11T08:30:00+01:00 - Author: Melanie May **Research from WPNC and conducted by YouGov reveals that 44% of people in these age groups have already thought about donating through their will.** The study – _Lifelong Legacy: The Value of Will Donations from Millennials and Gen X_, also shows that 87% of Millennials and 70% of Gen X haven’t yet written a will, representing an opportunity, it says, for charities to build relationships with younger potential donors in order to secure their support. Gail Cookson, Legacy and International Marketing Director at [WPNC](https://wpnc.agency/), said: ## Advertisement [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/) > “Traditionally, legacy marketing at many charities has focused on older donors. > They are more likely to have written a will and to be closely considering what > will happen to their assets when they die. >   > “Since the pandemic, however, there has been a sharp rise in awareness among younger > audiences about planning for the future, and will-writing in particular. >   > “We see this as a major opportunity for charities to showcase their cause and > build relationships with Millennials and Gen X. Not only is this likely to increase > the chance of a legacy donation, it could also boost donor value across their > lifetime.” The study also reveals that only 9% of Gen X, and just 3% of Millennials, have already chosen the charity they will leave a legacy to, and suggests that offering a free will-writing service could to be one way for organisations to build interest. 37% of Millennials seem keen on such an offer, along with 24% of Gen X. More than a third of respondents overall (36%) also say they would have used a free will-writing service from a charity if they had known of its existence prior to drafting their will. Multiple respondents also suggested they’d be happy to make a legacy gift in return for the offer of will-writing advice. Gail Cookson added: > “The survey uncovered enthusiasm among younger donors to receive information about > both legacy giving and will-writing services through a range of marketing channels. >   > “But while legacies appear to be buoyant, around 30% of respondents told us they’ve > never seen a legacy ad. The most likely reason – particularly among Millennials– > is that they are not currently targeted by legacy marketing. Charities must therefore > consider different ways to target this audience.” The study saw YouGov conduct an online survey in February among 250 UK-based people aged between 26 and 40 (Millennials), and a further 250 people aged between 41 and 55 (Gen X). The report can be requested by emailing [le****@**nc.agency](https://fundraising.co.uk/2022/05/11/nearly-half-of-millennials-gen-x-currently-considering-a-legacy-gift/le****@**nc.agency) * **[Legacy fundraisers from Tŷ Hafan & CancerCare among 2022 Legacy Futures Awards winners](https://fundraising.co.uk/2022/05/20/legacy-fundraisers-from-ty-hafan-cancercare-among-2022-legacy-futures-awards-winners%ef%bf%bc/)**( 20 May 2022) * **[Figures to the end of March show legacy income rose 15% in a year](https://fundraising.co.uk/2022/06/29/figures-to-the-end-of-march-show-legacy-income-rose-15-in-a-year/)**( 29 June 2022) * **[The future of legacies is huge, crowded and more](https://fundraising.co.uk/2022/07/12/the-future-of-legacies/)**( 12 July 2022)