What can Australian and New Zealand charities learn from decades of UK legacy marketing experience? Drawing on UK and Australian research into the needs of older donors, this session explores what works at the point of recruitment, with a particular focus on how television can build a legacy pipeline effectively, and what it takes to keep donors engaged until a gift is finally realised. Because recruiting a legacy donor is only the beginning. Maintaining a relationship with them into their 80s and 90s is where the real work happens.