The Generation Legacy Fundraising Can't Afford to Ignore

Gen X is writing wills earlier, including charitable gifts at a higher rate, and living on their phones. So why is legacy outreach still missing them?.


Free Wills Month happens twice a year, in March and in October, giving supporters aged 55 and over the chance to write or update a simple will at no cost. It is one of the most practical and effective tools available for building a legacy pipeline. Most charities already use it. The question is whether the channels they are using to promote it are potentially reaching the right people


The Gen X Opportunity


Generation X, broadly those born between 1965 and 1980, are at precisely the right life stage to be thinking about wills and legacy giving. They are in their mid-40s to early 60s. Many are at peak earning power, thinking seriously about estate planning, and are open to including a charitable gift.


The data backs this up. Research from Remember a Charity found that younger will-makers aged 40 to 59 are more likely to include a charitable gift than older age groups: 35% have done so, compared with 32% of those aged 60 to 69 and 30% of those aged 70 and over. Gen Xers are also writing wills earlier than previous generations, with 28% saying they would make a will online or have already done so, compared with just 10% of Baby Boomers. If a charity is not showing up in the digital moments where Gen X is making these decisions, it is simply not showing up at all.


The Channel Gap


Legacy income accounts for an estimated 37% of all voluntary income to UK charities. You might expect it to command a proportionate share of fundraising attention. The reality is quite different. Research from the Charities Aid Foundation suggests charities spend around 15% of their fundraising budgets on legacy promotion, less than half what the income share would justify.


Most legacy fundraising communications are still built around channels designed for older donors: email, print mailings, and inserts in regular giving packs. These have their place, but they are not where Gen X is paying attention. This is a generation that lives on their phones, communicates through WhatsApp, and expects organisations they trust to show up in the same places they already are.


Most charities already have the mobile messaging infrastructure in place through their regular giving programmes. Many are already working with Cymba, our sister company, on RCS, WhatsApp, and text-to-donate campaigns for donor acquisition, regular giving, and retention. What has not yet happened, in most cases, is applying those same channels to legacy and Free Wills Month outreach.


What Good Outreach Looks Like


Reaching Gen X for Free Wills Month does not require a new communications strategy. It requires applying what already works in other parts of fundraising to the legacy conversation.


A WhatsApp message or RCS campaign sent to supporters in the run-up to October can carry your charity's branding, a short explanation of Free Wills Month, and a single link or button that takes the supporter directly to your booking page. One tap and they are there. A QR code on an email footer, social post, or any printed material can do the same job. Rich mobile messaging can drive supporters straight to a charity's legacy giving page during Free Wills Month, with a branded message that feels personal rather than broadcast.


Short video content is also worth the investment. A 30-second clip from a legacy officer or trustee, authentic, unscripted, and filmed on a phone, will land far better with this audience than polished copy they scroll past. Video is now the dominant format across Instagram, WhatsApp, and every major social platform. Charities not using it for legacy messaging are leaving significant reach on the table.


Build the Strategy Now


October Free Wills Month is close enough to plan for, and Remember a Charity's national awareness week runs in September, this year from 7 to 13 September, giving charities a natural moment to prime supporters before the booking window opens. The charities that make the most of October will be the ones that have built the communications plan now, not in mid-September.


That means identifying which supporter segments are most likely to be in the Gen X age bracket, ensuring contact data is clean, and mobile numbers are current. In addition, mapping out a short sequence of touchpoints across RCS, WhatsApp, social, and email that works together rather than in isolation. Clean data is the foundation of all of it. A message sent to an outdated number, or addressed with a wrong name, does the opposite of what you intend.


The Bigger Picture


Free Wills Month is a tactical opportunity. But the question it raises is a strategic one: are your legacy communications potentially reaching the people most likely to act on them? Meeting Gen X where they are is not complicated. It starts with the channels and tools most charities already have, applied with more intention to the legacy conversation.


Sources: Remember a Charity Will-Making Survey 2025



RCS Business Messaging

You've Invested in the Tech. Now Let's Help You Grow.

By Fiona Paton • September 23, 2026
You've invested in the right technology. FirstClass gives your team the infrastructure to manage legacy administration with precision, visibility, and confidence. The question worth asking now isn't whether the system works. It's whether you're growing with it. A System Built for the Long Game Unlike a CRM built around fast transactions and contact records, FirstClass is a case management system designed for the long, complex timelines of legacy administration. A single legator can have multiple legacies, contacts, reviews, and years of correspondence, all tracked in one place across a timeline that can span decades. That architecture is what makes legacy administration possible at real scale. Most customers know this. What's less obvious is how much depth the system has to offer over time. Our Open Spaces sessions bring customers together to share how they use FirstClass, and the conversations are genuinely illuminating. Teams with years of experience are regularly discovering new approaches, ways of handling income, managing reviews, or structuring their pipeline that they hadn't considered before. Others in the room take those ideas and apply them the following week. That kind of peer knowledge, built up across a community of legacy professionals, is hard to find anywhere else. Regular Giving and Legacy Fundraising: Are They Talking to Each Other? Most charities are engaged in both regular giving and legacy fundraising, and often the two don't talk to each other as much as they could. They should. Regular givers of today, nurtured through long-term stewardship, become the legacy pledgers of tomorrow. The relationship that starts with a monthly direct debit is often the same relationship that ends with a gift in a will. The supporter who has given loyally for twenty years is precisely the person most likely to consider a legacy, if the conversation is started at the right moment, through the right channel. So when a thank-you message goes out to a regular giver, is it also pointing them toward your gift in wills page? When a supporter reaches a significant anniversary of giving, is that milestone being used to deepen the relationship in a way that opens the legacy conversation naturally? These aren't complicated asks. They're moments already in the calendar, communications already being sent. The question is whether the marketing is joined up enough to make the most of them. The Data That Makes It Possible Joined-up marketing depends on joined-up data. And that's where many legacy programmes quietly lose ground. Outdated contact records, missing mobile numbers, deceased supporters still on mailing lists - these don't just create administrative problems. They limit the effectiveness of every communication your team sends and every campaign your fundraising colleagues run. A personalised message sent to the wrong address, or addressed with the wrong name, does the opposite of what it was intended to do. Clean, accurate data is what connects FirstClass's case management capability to your legacy programme's growth potential. It's what makes it possible to identify your most engaged regular givers, reach them through the channels they actually use, and start the legacy conversation at exactly the right moment. Without it, even the best marketing strategy and the best system in the sector will underdeliver. Data cleansing isn't a one-off project. It's an ongoing discipline, and one that pays for itself in more accurate reporting, more effective communications, and more cases entering the pipeline. Growing With Confidence FirstClass is built to handle volume and grow with you. The opportunity is in making sure the marketing, the data, and the stewardship are working together to fill it. The legacy professionals who make the most of FirstClass tend to be the ones who treat it not just as an administration tool but as the foundation of a joined-up programme. One where regular giving and legacy fundraising inform each other, where data is kept current, and where the system's full capability is being put to work. If any of this has sparked some useful thinking, our team would be glad to talk it through.

A Relationship Worth Protecting

By Fiona Paton • September 9, 2026
The background Two decades with the National Trust, and still finding new ways to go further. The National Trust exists to protect and preserve places of historic and natural significance for future generations. It’s a mission built on the long view: on the belief that what’s worth having is worth caring for over time. It’s a philosophy that sits rather well with a twenty-year relationship with FirstClass. Legacy income of around £60 million a year funds the Trust’s core conservation work, protecting historic properties, caring for nature, and keeping some of Britain’s most loved places open for the people who love them. Managing that income, with around 1,200 cases open at any one time, demands a system that can carry the weight. FirstClass has been doing exactly that since the Trust was among the early adopters of FirstClass 2, growing alongside the product through successive versions. Jenny Alexander, who heads up legacy administration, leads a dedicated team, and among them is Kim Miles, a legacy officer who has been with the Trust for twenty-five years, using FirstClass for ten of those. Between them, the team brings years of FirstClass experience, whether at the Trust or across previous organisations, and a perspective on the system that is both broad and forensically detailed. Every Part of It Ask Jenny and Kim how they use FirstClass and the answer is straightforward: completely. Keywords for rapid searching, automation on reviews linked to case history and income, and custom reports built to their own specifications. Over two decades, the Trust has worked its way into every corner of the system, consistently looking for ways to make a complex operation run more smoothly.

Your Legacy Programme's Biggest Moment

By Fiona Paton • August 26, 2026
The charities that benefit most from Remember a Charity Week aren't always the ones with the biggest budgets. They're the ready ones. Remember a Charity Week, running 7 to 13 September 2026, is the sector's most significant annual moment for legacy giving. Hundreds of charities, solicitors and campaign partners come together to celebrate and raise awareness of gifts in wills, reaching supporters at precisely the moment they're most receptive to the idea. But awareness alone doesn't convert. The charities that make the most of the week are the ones that have done the less visible work beforehand; the kind that doesn't appear in a campaign toolkit but makes the difference between interest and action. The Preparation Most Teams Overlook Campaign assets, social content, and staff briefings are necessary. They're also the first thing every charity thinks of. What gets less attention is the foundation underneath: the data. Remember a Charity Week is as much about reactivating existing relationships as it is about reaching new audiences. Many of your most likely legacy pledgers are already in your database. They've supported you for years, attended events, and responded to appeals. The question is whether your records are accurate enough to reach them meaningfully. Outdated mobile numbers, incorrect email addresses, deceased supporters still on mailing lists - each of these doesn't just represent a missed communication. In the context of legacy giving, where trust is everything, a misdirected message or a wrong name signals to a supporter that they are not truly known. That signal is hard to undo. Before the week arrives, it's worth asking: when did you last review the accuracy of your contact data? Are your mobile numbers current? Do you know which supporters have already indicated an interest in legacy giving, and when they were last contacted? Moments like Remember a Charity Week are a useful prompt. If data accuracy isn't something your team reviews regularly, a sector moment this significant is as good a reason as any to make it a priority, ahead of this week, and as a habit going forward. Meeting Supporters Where They Are Once your data is in good shape, the question becomes how to reach supporters during the week itself and through which channels. Email remains important, but it operates in an increasingly crowded inbox. For legacy teams looking to cut through during a busy awareness week, mobile messaging offers something different: immediacy, intimacy, and a read rate that email rarely matches. RCS , the successor to SMS, delivers branded, interactive messages directly to a supporter's phone, with read rates of 60-80% and engagement up to three times higher than standard SMS. A message sent during Remember a Charity Week directing a supporter to your gift in wills page, or to a Free Wills Month booking in October, lands in a channel they already trust and use every day. QR codes are equally underused in legacy communications. A code on an email footer, a social post, or any printed material can take a supporter directly to your legacy page in a single scan: no URL to remember, no delay between the impulse and the action. The supporter who wants to give is already there. The only thing standing between that feeling and a completed action is making it easy. Through our sister brand Cymba , which brings over 20 years of messaging expertise for charities, we're already helping legacy fundraising teams build mobile campaigns that reach supporters at exactly the right moment. If your charity is already working with Cymba on regular giving or text-to-donate, the infrastructure to extend that into legacy communications is closer than you might think. For more on the channels and audiences most relevant to legacy giving right now, our article on Gen X and legacy fundraising is worth a read. The Bridge to Free Wills Month Remember a Charity Week and Free Wills Month in October are two separate moments. But they can equally be seen as stages of the same campaign. The groundwork laid consistently throughout the year, at moments like these and the ones that follow, is what determines how well you capitalise on them when it matters most. The awareness built during the week, through social content, supporter emails and mobile messaging, primes supporters for the practical next step that Free Wills Month offers. A supporter who receives a thoughtful, well-timed message in September and is directed to your gift in Wills page is far more likely to act when Free Wills Month opens than one who encountered your legacy programme for the first time in October. Ready When the Moment Arrives The organisations best placed to make the most of events like Remember a Charity Week are the ones with the right infrastructure already in place: a clear view of their supporter data, the confidence to reach people through the channels that actually work, and the case management foundation to handle what follows. Together, FirstClass and our data cleansing team give legacy professionals the pipeline visibility, case management, and clean data that makes every communication count. And through our sister company Cymba, the mobile messaging capability to reach supporters where they already are is closer than most teams realise. If Remember a Charity Week or Free Wills Month have prompted some useful thinking, that's exactly the point. The most effective legacy programmes aren't built in a week; they're built on consistent foundations for when these events arrive, everything is already in place. If any of the ideas here are worth exploring for the coming months or the year ahead, we'd be glad to talk.