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The baby boomer generation represents a massive opportunity for Australian gifts in wills fundraisers, but only if they are willing to embrace a new marketing approach. Meg Abdy explains.


[caption id="attachment_369485" align="aligncenter" width="568"] "We predict that thanks largely to the baby boomers, bequest income will more than double in real terms by 2040."[/caption]

Born between 1946 and 1964, baby boomers are now in their mid-50s through to early 70s. Although no longer the world-changing, free-loving rebels they (perhaps!) used to be, the boomers still exert a powerful influence on society thanks to their sheer numbers and spending power.

For the past 25 years, Legacy Foresight has been researching and analysing the gifts in wills sector, first in the UK, then Holland, and now we’ve added Australia to the mix. All of our research confirms that the boomers are good news for gifts in wills fundraisers, for four main reasons:

  1.  Their sheer scale Four million Australian citizens are currently aged between 55 and 75. And – despite their very best efforts – even they can’t live forever. Over the next 20 years, the number of Australian deaths will climb from 170,000 to 280,000, with the…

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