VGPC Signature Series, From Grunge to Generosity: Winning Gen X for Legacy Giving

Everyone’s chasing Baby Boomers for legacy gifts … but what happens when the Boomers are gone? If your legacy strategy doesn’t include Generation X, you’re already falling behind.

Gen Xers (born 1965–1980) are entering their peak wealth years, inheriting unprecedented assets, and making critical estate and financial planning decisions right now. This is a generation shaped by economic uncertainty, rapid technological change, and a skeptical view of institutions – yet they value authenticity, transparency, and tangible impact.

For fundraisers, that means building trust early, using personalized and digital-friendly engagement, and showing exactly how a legacy gift will make a difference. For professional advisors, it means understanding their desire for control, flexibility, and socially responsible investment options – and how charitable planning can align with those values.

This session unpacks what makes Gen Xers tick, how to communicate in ways that resonate with them, and how charities and advisors can work in tandem to inspire meaningful, lasting gifts. Because if you wait until they’re 70, the moment will have passed.

By the end of this session, participants will:

1. Identify key life experiences, values, and motivations that influence Gen X giving and financial decision-making.
2. Understand the risks of overlooking Gen X in both fundraising and professional advisory work.
3. Learn tailored strategies to engage and steward Gen X donors, including messaging and channels that resonate.
4. Explore how charities and professional advisors (CPAs, attorneys, financial planners) can collaborate to integrate charitable giving into Gen X estate plans.

Our Presenter

Ligia Peña, CFRE, is a trailblazer in legacy fundraising and the visionary behind GlobetrottingFundraiser. With expertise across 15 countries, she crafts innovative strategies that empower nonprofits to secure transformational gifts in wills. As a Ph.D. candidate at the University of Kent, Ligia’s research aims to uncover how impact reporting builds donor trust and deepens legacy conversations. A sought-after speaker and trainer, she’s energized thousands with her dynamic approach to legacy giving. Co-author of Excellence in Fundraising in Canada and featured in leading industry publications, Ligia blends data-driven insights with practical strategies to help charities create lasting impact through legacies.

Thank You to our Sponsor

Our Schedule and Program

• 9:00 a.m. Registration Begins/Member Networking
• 9:30 a.m. From Grunge to Generosity, Part 1
• 10:30 a.m. Beverage Break
• 10:50 a.m. From Grunge to Generosity, Part 2
• 11:40 a.m. Lunch and Networking
• 12:45 p.m. Adjourn

Registration Fees

• There is no fee for members to attend, though they should register in advance (members should be logged-in to access the member rate).
• The nonmember fee is $150.00. Nonmembers can also join now and then register at no additional cost.