If you’re making a charitable donation to your favorite nonprofit, make sure you’re eligible for an income tax deduction for the current year by meeting these important dates. Some other criteria apply, too.
Most legacy gift lists are fiction. Donors don’t remember making commitments, staff chase vanity metrics, and organizations waste thousands on digital tools that promise everything but deliver nothing. This case study reveals why relationship-building beats database-building every time. Discover the proven strategies that turn inflated prospect lists into genuine legacy commitments—including donor surveys, year-round education, and stewardship plans that actually work in the real world.
It’s Good Stewardship Tote bags are nice. Coffee mugs? Cute. But what if your nonprofit could offer donors something a little more … eternal? Introducing Gift-A-Grave™ — the only planned giving incentive that says: “If you leave us in your will, we’ll save you a spot in the ground. Because lasting impact deserves a lasting address” Permanence—the sine qua non of meaningful legacy. That’s right. Join our Legacy Society, and we’ll secure your final resting place. Because nothing screams legacy quite like a shovel and a headstone. What Is Gift-A-Grave™? It’s exactly what it says. Donors commit to a planned gift, and in return, they receive: No cryptic fine print. No clickwrap legalese. Because when you want results, you skip the buzzwords and go straight to the burial. For Advancement Officers With a Shovel and a Deadline Why This Isn’t Actually the Worst Idea You’ve Heard This Year Look. we’ve mastered the art of saying absolutely nothing with maximum syllables: You’re an impact partner in our sustainability legacy circle of compassionate inclusion. Gift-A-Grave™ fixes that. It replaces fuzzy mission statements with a plot number and a timestamp. It turns “we value your support” into “we bought you real estate.” And it stops pretending that a Zoom call with the executive director is a meaningful thank-you. This is not about messaging. It’s about mortality. Why This Works (Besides the Obvious) You think it’s morbid? We think it’s motivating. It’s not about death. It’s about certainty. It’s not about guilt. It’s about recognition. And it’s definitely not about values. It’s about avoiding the phrase ‘transformative legacy experience’ ever again. Donors want clarity, not clichés. They want to be remembered—not just uploaded to your Mailchimp list. Beyond the obvious psychological triggers, the symbolic permanence of a burial site confers a gravitas that few marketing gestures can rival. PR Angle: “Local Charity Gives Donors Free Graves” Imagine the headline. Picture the LinkedIn comments. Cover on WSJ. Now picture how many legacy officers choke on their next DEI webinar thinking, “We gave away socks. These guys are giving away graves.” Even better? This campaign costs less than your last hummus tray. And let’s be honest—it’s still more meaningful than a dashboard full of glowing engagement blobs from marketing intelligence centers in our industry. Because really, what legacy donor ever said: “I’d love to support your mission… if only I had a heatmap of conversion metrics.” Of course, if they’ve been marinating in Trump rallies or DEI seminars, they may already feel immortal—so legacy isn’t really top of mind. The Personal Touch: Bring What You Love… to the Grave With Gift-A-Grave™, donors can even choose to be buried with something meaningful: Yes, we’ve made space in Section C, Row 9 for your Quarterly Will Digest™, featuring this month’s article: “How to Leave a Legacy Without Thinking, Planning, or Notifying Anyone.” Because nothing says “intentional generosity” like auto-filling your estate plan while streaming The Bachelor. Legacy Copy You Can Use Put that on a brochure and hand it out at your next gala. Watch who laughs. Hire those people. Add-Ons (If You Actually Want to Do This) But again—this is satire. Unless someone calls and says, “I want in.” In which case, start digging. Enhanced Options Because someone in development always wants tiers. And not the emotional kind. “ Premium Levels Look, someone’s going to ask about major gift recognition. They always do. So here’s what happens when you throw more money: Gift-A-Grave™ PLUS ($50K+)Call for details. Gift-A-Grave™ PLATINUM ($100K+)Call for details. The larger the donation, the larger the Toombstone. Questions We’re Tired of Answering “Can I visit my plot before I need it?”Sure. Third Thursday of every month. We serve wine. Everyone stands around making the same “I’m dying to get in” joke. It’s exactly as awkward as it sounds. “What if I live longer than expected?”Then you’ve outlived your pledge schedule, which honestly makes you better at follow-through than most capital campaigns. “Can my dog—”Yes. Whatever you were going to ask about your dog, yes. We’ve heard it all. Bring the ashes or the leash. We don’t judge. The Loyalty Program Someone in marketing said “what about referrals?” and now here we are. Eternity Points™Every time you convince someone else to join, you get points. Because apparently gamification follows us beyond the grave. 5 referrals = Fancier box 10 referrals = Better location (away from the highway) 20 referrals = We name something after you and pretend it was your idea One donor has 37 referrals. We don’t ask questions anymore. The App GraveSpace™Some 26-year-old in digital strategy insisted. Now you can: GPS to your future plot (why?) Get push notifications about deaths (WHY?) Preview your headstone in AR (seriously, why?) It has 4.2 stars and 1,100 downloads. We don’t understand anything anymore. Legal Made Us Add This This is satire unless you’re the person who keeps calling about the double plot for you and your cats. In which case, please stop calling. Plots subject to availability and our increasing discomfort with this whole situation. Side effects may include existential dread, inappropriate laughter at board meetings, and the inability to look at cemetery ads the same way ever again. I am sorry to do this but everyone in our industry has to lighten up. We are working too much. Submitted to you at 2:38 AM fully sober. If you made it this far, you either have a dark sense of humor or you’re genuinely considering this. Either way, we should probably talk. Respectfully,Viken D. Mikaelian, CEO
Legacy Giving Isn’t About Forms—It’s About Follow-Through Lately, you’ve probably seen the headlines:“Half a million wills created.”“Ten billion dollars committed.” The dashboards are slick. The numbers are impressive. And yet—most of those figures live in a world of promises, not payments. A donor can add your nonprofit to their will today, and yes, that feels like a victory. But here’s the hard truth: you might see that gift in 2045. Or you might never see it at all. That’s not cynicism. That’s planned giving reality. The Difference Between a Form and a Future I respect what the new digital platforms have built. They’ve made will creation accessible, even elegant. That’s a good thing. But a form is only the beginning of a much longer journey. Because what happens after the signature? I once worked with a nonprofit that proudly announced a $5 million “commitment.” Fifteen years later, they discovered the donor’s estate went entirely elsewhere. No malice, just a rewritten will no one followed up on. Legacy gifts aren’t transactions. They’re relationships. And relationships don’t end with a form—they begin there. Why Venture Capital Metrics Don’t Match Yours Many of today’s will-making platforms are backed by tens of millions in venture capital. Their investors want growth curves and subscription revenue. Their scorecards measure clicks, forms, and “lifetime users.” But your mission doesn’t run on clicks. It runs on gifts received. On donors retained. On impact that lasts beyond the numbers in a dashboard. And that’s the disconnect. What the Numbers Don’t Show You’ve seen the claims: “$10 billion in commitments.” But how much of that turns into real dollars for nonprofits? How much is lost when a widow remarries and rewrites her will? How much disappears when heirs contest the bequest? These aren’t edge cases. They’re the job. Planned giving is about living in the space between promise and payment—and making sure the payment actually arrives. The Real Cost of “Free” The free model is clever. Donors get no-cost will-making tools. Nonprofits pay for access. Venture capital covers the growth curve. Everyone applauds disruption. But here’s what gets overlooked: That’s where most tools stop. It’s also where we begin. Where Experience Makes the Difference At PlannedGiving.com, we’ve spent over two decades living in that messy, crucial space between intention and outcome. We know how to keep a donor engaged three years after they first included you. We know how to handle the life changes, the second marriages, the estate disputes. Because in legacy giving, the sale isn’t the signature—it’s the stewardship. And that’s why the only number that matters is the check that clears. The Choice Is Simple You can partner with a platform that counts clicks and forms. Or you can partner with a team that measures results in real gifts received. Because in planned giving, there’s a $10 billion difference between “committed” and “collected.” And your mission deserves more than digital optimism. Free Webinar: The Hidden Math of Digital BequestsDownload: From Promise to Payment—A Strategic Guide PlannedGiving.comWe don’t just track intentions. We turn them into results. 👉 Do you want me to add more specific nonprofit case anecdotes (like the $5M story) throughout, so it feels even more grounded in real-world scars and lessons? Or keep it clean and universal, as it reads now?
If even Abraham Lincoln, Prince, and Picasso skipped writing wills, what chance do the rest of us have without a nudge? That’s why no single message works for every donor. Some need a wake-up call about the risks. Others respond to inspiring visions of their legacy. Still others want practical answers or simple first steps. The most effective campaigns don’t pick one approach—they balance all four: fear, inspiration, education, and simplicity. Because different people need different keys to finally act.
A $100,000 bequest barely gets a pat on the back, while a $10,000 check today earns applause, credit, and bonuses. That’s the real problem: behavior follows recognition, and recognition follows reporting. Until you start tracking, crediting, and celebrating legacy commitments like major gifts, your program will keep limping along—underfunded and overlooked. The fix is simple. Reward what matters.
Understand the five critical mistakes to avoid when creating a last will and testament to ensure your final wishes are honored.
Bequests are quietly transforming nonprofit fundraising—but most organizations are stuck chasing galas, events, and short-term wins. In this sharp critique, we explore why legacy giving is the most overlooked revenue stream and how tools like LegacyPlanner™ remove friction and drive real results. With insights from clients like Smith College and JMU, this piece calls out outdated board thinking and offers practical steps to modernize your strategy. Bequests aren’t gravy—they’re the foundation. Ignore them, and the money passes you by.
Online will makers are everywhere you look these days. From FreeWill, Rocket Lawyer, Trust & Will and GivingDocs to the comprehensive LegacyPlanner, it feels like everyone is offering their own version. And sometimes it seems like they all just appeared overnight, too. But the truth is, the industry has been around for decades — both US Legal Wills and LegalZoom had online versions more than 20 years ago.
Creating a will is a vital act of love and responsibility—not just for the wealthy, but for anyone wishing to protect their loved ones and legacy. This guide outlines ten essential truths, including the importance of naming guardians, avoiding court-imposed decisions, and using modern, affordable tools like LegacyPlanner™. It stresses that valid wills are legally binding, easy to update, and crucial at any age. Take action today to ensure your wishes are honored and your family is safeguarded.