Baby Boomers represent the single greatest opportunity in gifts in wills and blended giving — but public research reveals a striking trust deficit in this cohort. While most generations have about 20% of their cohort with high trust in charities, Boomers drop to just 14%. This isn't about age: something has impacted Boomers trust in us. Builders carry a wartime relationship, they saw charities on the front line. What memory do Boomers hold of charities instead? This session unpacks the data, explores why trust may have eroded, and shows how understanding your supporters — how they give, how they engage, and what they believe — can be built directly into your stewardship plans.