Legacy Fundraising Strategy: Why Value Matters More Than Volume in the Age of Online Wills
A new trend: younger pledgers on the rise
Recent surveys highlight a rise in legacy pledges among younger age groups. Some charities interpret this as proof that Generation X and even older Millennials are more philanthropic, or more open to leaving a gift in their Will than their parents were at the same stage.
But is this really a shift in charitable motivation, or simply the result of how Wills are written today?
Online Wills: accessible, affordable, and full of prompts
The growth of online Will providers has transformed accessibility. Services like Farewill in the UK and Safewill or Gathered Here in Australia are cheaper, quicker, and heavily promoted. Crucially, their user journeys often include a direct charitable prompt: “Would you like to leave a gift to charity?” A solicitor may or may not raise the same question.
This is good news for charities. If people are asked at the right moment in a convenient setting, more will say yes. But it raises an important question: is this truly audience-led, or platform-led? Are people pledging earlier because their motivations have changed, or because the process simply makes it easier?
The “simple Will” challenge
Most online providers are designed for straightforward estates. These are often smaller, with fewer dependants and limited assets. For charities, that creates two issues:
Volume versus value: Pledges may rise, but average estate values are likely to be lower.
Invisible wealth: Many people underestimate the value of their estate, particularly when much of their wealth is tied up in property and pensions. They may not see themselves as “asset rich,” even though their estate could ultimately be significant.
As the Annual Review 2024 showed, adults aged 45 to 54 are actually less likely to have a Will today (30% in 2023 compared with 42% in 2003). What has changed is not necessarily motivation, but the visibility of charitable prompts within the Will-writing process.
Where the value lies: Baby Boomers and the wealth transfer
The real engine of legacy giving remains Baby Boomers. According to the Legacy Giving Report 2025, they already account for 21% of bequests and will dominate by 2035.
This is the generation driving the greatest intergenerational wealth transfer in history. They hold property, pensions, and investments at levels younger generations are unlikely to match. Legacy Foresight data shows that just 8% of residual gifts worth more than £250,000 account for around 40% of total legacy income.
By contrast, most pledges secured through online Will platforms will not deliver that level of value. They may mature into important gifts, but the most significant income growth will come from older, asset-rich supporters.
Strategic implications: value over volume
This does not mean charities should ignore online Wills. They are vital for:
Normalising the idea of leaving a gift in a Will
Capturing intent earlier in the donor journey
Building long-term pipelines of pledgers
But when budgets are tight, the focus must be on value as well as volume:
Prioritise Baby Boomers: Engage those in later life who are actively reviewing their Wills and hold the bulk of assets.
Use online pledges as cultivation: Treat younger online pledgers as a long-term pipeline rather than immediate revenue.
Challenge perceptions of wealth: Help supporters recognise the true value of their estate, including property and pensions, and explain how a residuary gift can make a lasting difference.
Work with solicitors and advisors: Professional advisors are central to this journey. They help supporters manage complex estates, balance family provision with philanthropy, and understand tax implications. By building strong relationships with solicitors and financial planners, charities can give supporters the tailored advice they need to make informed and confident decisions about including a legacy.
Segment communications: Use light-touch awareness for younger audiences, but provide deeper, vision-led propositions for older and wealthier supporters.
Final thought
The rise of younger pledgers tells us more about how Wills are written than about a cultural shift in motivation. Online Wills are valuable for broadening reach and normalising legacy giving, but the most transformative opportunity lies with Baby Boomers.
For charities, the task is to strike a balance. Online Wills help build tomorrow’s pipeline, but today’s resources should focus on those supporters who hold the greatest wealth and are closest to acting. Legacy fundraising has always been about patience and perspective, and in the age of online Wills, strategy matters more than ever.
If your charity is considering how to balance online Will pledges with deeper engagement of Baby Boomer supporters, we can help.
I work with fundraising teams to design legacy strategies that focus on value as well as volume. From supporter journeys to advisor engagement, I bring evidence, insight, and practical tools to unlock transformational legacy income.
👉 Get in touch today to explore how we can strengthen your legacy programme and prepare for the opportunities of the next decade.
