Donors 'put kids before legacies'

Charities trying to secure legacies from the baby boomer generation should send general information and try to build a relationship with supporters rather than ask directly for legacies, according to research from marketing firm DMS.

Fundraisers should ask specifically for legacies only when supporters reach their 70s and are happy that their children are provided for, the research suggests.

The recommendation was made after the first of DMS's new series of monthly group meetings with 42 to 65-year-old regular donors revealed that many would not commit to charitable legacies until their families were secure.

"Children of baby boomers are the first generation likely to be less affluent than their parents, and parents recognise this," said Helen Prince, creative planner at DMS. Childless baby boomers were the ideal immediate prospects for legacy giving, she added.

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