Many legacy societies fail quietly—created with enthusiasm, then forgotten. This guide breaks that cycle with a proven roadmap to build or revive a legacy society that truly works. You’ll learn how to choose a name that resonates, attract founding members, keep them engaged, and most importantly—sell through stories, not just tell them. Whether you’re starting from scratch or dusting off an old initiative, this is your actionable playbook for legacy giving that inspires and endures.
A Step-by-Step Guide That Works
Introduction: Your Legacy Society Might Be the Most Underused Asset You Have
Look, I’m going to start with a confession: I’ve seen more dead legacy societies than I care to count.
You know the ones. They launched with fanfare three years ago, got mentioned in exactly one newsletter, and now exist solely as a dusty page buried somewhere on the website that nobody—including the development director—can find without using the search function.
If you already have a planned giving legacy society, congratulations—you’re ahead of about 60% of the nonprofits I work with. But here’s what I’ve learned after helping dozens of organizations launch (and relaunch) these programs:
Just having a legacy society isn’t enough. Not even close.
You’re Not Just Honoring the Past—You’re Shaping the Future. A vibrant legacy society celebrates visionaries and inspires the next generation of impact-makers. It starts here.
I learned this the hard way working with a regional theater company. They were so proud of their “Curtain Call Circle”—15 loyal donors who’d included the theater in their wills. Beautiful certificates, lovely ceremony, great photos for the annual report.
And then … nothing. For two years.
No communication. No updates. No new members. The society became a monument to good intentions rather than a living, breathing part of their fundraising strategy.
This guide is for you whether you’re starting from scratch, dusting off a dormant program, or wondering why your perfectly functional planned giving legacy society isn’t actually doing much. Either way, we’re going to build something that doesn’t just exist—it works.
The Truth About Legacy Societies (From Someone Who’s Seen It All)
Before we dive into the how-to, let me share what I wish someone had told me when I started working in planned giving more than two decades ago:
Legacy societies aren’t really about legacy giving.
I know, I know—controversial statement from someone who literally writes about planned giving for a living. But hear me out.
The best planned giving legacy societies I’ve encountered do three things that have nothing to do with bequest processing:
- They make current donors feel special (which leads to increased annual giving)
- They create stories that inspire others to give (major gifts, not just bequests)
- They build community around your mission (which leads to referrals, volunteers, and word-of-mouth marketing)
The bequests? Those are wonderful, but they’re often the byproduct, not the main event.
Take Smith College’s “Grécourt Society”—one of the best examples I know of a legacy society that actually works. Named after the French village where Smith students did relief work during WWI, this society has been recognizing planned gift donors for decades.
What makes it special? It’s not just a list—it’s a living program. They organize members by graduation decade (dating back to the 1910s!), host annual reunion events, create beautiful “Mountain Day” postcards featuring member stories, and maintain a password-protected member directory. Their website shows photos from recent gatherings, profiles of long-time supporters, and even archives of past communications.
The result? A multi-generational community of supporters who don’t just give—they refer, volunteer, and advocate. When Smith launches capital campaigns or new initiatives, Grécourt Society members often become the first and largest supporters.
Step-by-Step: How to Launch a Legacy Society (or Breathe Life Into a Dead One)
Step 1: Choose a Name That Actually Means Something
This is where most organizations go wrong right out of the gate. They default to generic, forgettable names that could apply to any nonprofit anywhere.
“Heritage Society.” “Founders Circle.” “Legacy Guild.”
Yawn.
Look, I get it. These names feel safe. They sound important. But they’re also completely unmemorable and tell your donors absolutely nothing about your mission or values.
Want to do better? Think about what your organization actually does and how it will continue doing it forever. Then build from there.
Some of my favorite real-world examples:
- “Paws Forever” (animal shelter—simple, clear, emotional)
- “The Beacon Society” (homeless services—references hope and guidance)
- “Tomorrow’s Teachers” (education foundation—speaks to future impact)
- “The Roots Society” (environmental group—perfect metaphor for lasting growth)
Pro tip from someone who’s made this mistake: Test your name with actual donors before you commit. I once worked with an organization that spent $3,000 on certificates and pins for something called “The Cornerstone Circle,” only to discover that most people thought it sounded like a Masonic lodge.
Want more guidance on this? I’ve written extensively about naming legacy societies in “What’s in a Name: Powerful Legacy Society Names – Five Proven Tips”. It includes real examples from organizations that got it right (and a few that spectacularly didn’t).
Step 2: Build a Landing Page That Actually Sells
Here’s where most organizations completely drop the ball. They create a beautiful PDF brochure (that nobody reads) or add a tiny paragraph to their planned giving page (that nobody finds).
Instead, create a dedicated landing page—doesn’t need to be fancy, just needs to exist and be findable.
What to include:
- The mission of your society (not just “recognize planned gifts”)
- Who can join (be specific—”anyone who includes us in estate plans” is better than “committed supporters”)
- What members get (and this better be more than just “recognition”)
- Stories from current members (we’ll talk about this more)
- How to join (make it ridiculously easy)
Real example that works: Smith College’s Grécourt Society website gets steady traffic year-round because it’s not just about recognition—it’s about community. They feature rotating member spotlights, archive years of “Mountain Day” postcards (their annual donor communication), and organize content by graduation decade. Members can access password-protected areas with exclusive updates and connect with classmates who share their commitment to the college’s future.
SEO bonus: Name your page URL something searchable like “yourorg.org/legacy-society” rather than “yourorg.org/planned-giving/recognition-programs/legacy-circle.” Google (and your donors) will thank you.
Step 3: Find Your Founding Members (They’re Closer Than You Think)
This is the step that paralyzes most organizations. “We don’t have anyone to invite!”
Wrong. You absolutely do.
Start with these lists:
- Donors 65+ who’ve given for 5+ consecutive years (even small amounts)
- Anyone who’s ever mentioned your organization in conversation about their will (check your notes)
- Major donors who’ve been with you 10+ years (they’re already emotionally invested)
- Board members, especially former ones (they should be first in line)
- Volunteers who’ve been with you forever (time is money)
Here’s what I do: Send a simple survey to these folks. Not asking for money, just information. “Have you included [Organization] in your estate plans? If so, we’d love to recognize you. If not, would you consider it?”
You’ll be amazed how many people raise their hands.
True story: A regional literacy nonprofit discovered they had 8 bequest commitments they didn’t know about just by sending a simple survey to longtime donors. Eight! They’d been sitting on almost $800,000 in future gifts without knowing it.
Even if you only find three people, that’s enough to start. Quality over quantity, always.
Step 4: Launch Like You Mean It (Not Like You’re Embarrassed)
I see this constantly: Organizations soft-launch their legacy societies like they’re apologizing for existing.
One mention in a newsletter. A tiny corner of the annual report. A single social media post.
Stop it.
Your planned giving legacy society is a big deal. Treat it like one.
Smart launch strategy:
- Announce it in your next three donor communications (not just one)
- Send a dedicated email about it
- Post about it on social media multiple times
- Include it in direct mail for the next six months
- Mention it at every donor event for the first year
Why the repetition? Because donors need to hear about something 7-12 times before they take action. That’s not me being dramatic—that’s actual marketing science.
What to say: Focus on the future impact, not the tax benefits. “Join the [Society Name] and help ensure [specific mission outcome] continues for generations” lands better than “Maximize your tax advantages through planned giving strategies.”
Step 5: Make Joining Feel Special (But Not Overwhelming)
When someone joins your legacy society, what happens next? If your answer is “we add them to the list,” we need to talk.
Here’s what should happen:
- Immediate acknowledgment within 48 hours (phone call is gold standard, but email works)
- Welcome packet within a week (handwritten note, certificate, maybe a small gift)
- Introduction to other members if appropriate and they want it
- First “insider update” within a month
Real example: A regional humane society sends new legacy society members a photo of a current animal with a note: “Meet [Pet Name], who’s being cared for today because of your future gift.” Simple, personal, and directly connected to impact.
The goal: Make them feel like they joined something meaningful, not just signed up for another mailing list.
Step 6: Give Gifts That Actually Mean Something
A legacy society is about legacy—so why are you giving out coffee mugs and paperweights?
Too often, donor gifts are chosen from novelty catalogs with no real thought behind them. And your supporters notice. A meaningful gift doesn’t have to be expensive, but it does need to be intentional. The best ones evoke emotion, reflect your mission, and acknowledge the individual behind the gift—not just the donation.
Whether it’s a nostalgic postcard set that sparks memories, a custom photo book showing impact, or a 30-foot scroll of handwritten thank-you letters, the goal is the same: build emotional connection. When done right, the gift becomes part of the legacy—not just a token of appreciation.
Here’s a deeper look at what makes a donor gift truly meaningful.
The Dos and Don’ts I Wish I’d Known Earlier
DO: Use Stories to Sell, Not Just Tell
Here’s the difference between storytelling and story selling:
Storytelling: “Margaret left us $50,000 in her will to support our food pantry.”
Story selling: “Margaret worried about the families she saw at our food pantry every Tuesday. She volunteered for twelve years, watching children grow up, seeing parents struggle. When she updated her will, she told us, ‘I want to make sure no child leaves here hungry, even after I’m gone.’ Her gift will provide 10,000 meals over the coming years—and hopefully inspire others who share her heart for feeding families.”
See the difference? The second version helps readers see themselves in Margaret’s shoes. It answers the emotional question, “What kind of person does this, and could that be me?”
Pro tip: Always ask legacy society members, “What would you say to someone considering doing what you did?” Their answers become your best marketing copy.
DO: Keep Members Engaged Year-Round
Legacy society members are not “set it and forget it” donors. They’re your most committed supporters who deserve ongoing attention.
What works:
- Quarterly updates on impact (not just financials)
- Annual thank-you event (can be virtual)
- First access to major announcements
- Opportunities to provide input on organizational decisions
What doesn’t work: Treating them like ATMs or only contacting them when you need something.
DON’T: Assume Everyone Wants Public Recognition
I learned this lesson working with a donor who specifically requested no public recognition for her $500,000 bequest commitment. Our legacy society newsletter featured her story prominently, thinking we were honoring her.
She was mortified. And she wasn’t the only one.
Better approach: Always ask how they prefer to be recognized. Options include:
- Public recognition (name, photo, story)
- Name only (no details)
- Anonymous recognition (“a longtime supporter”)
- Private recognition only
Generational note: Younger donors especially prefer more private recognition options. Plan accordingly.
DON’T: Launch It and Abandon It
The #1 reason legacy societies fail? They become orphaned projects.
The development director who launched it leaves. The board member who championed it rotates off. Six months later, nobody remembers why they started it or what they’re supposed to do with it.
Prevention strategy: Build legacy society management into someone’s job description. Even if it’s just one hour per month, assign it to a specific person with specific responsibilities.
Advanced Strategy: Turn Your Society Into a Story Engine
Once your legacy society is running, here’s how to maximize its impact: turn it into a content creation machine.
Every legacy society member is a potential case study. With their permission, their stories become:
- Email campaign content
- Website testimonials
- Direct mail pieces
- Social media posts
- Major donor proposals
- Board meeting inspiration
The questions to ask:
- “What inspired your gift?”
- “What future do you hope to create?”
- “What would you tell someone considering the same?”
- “What does [organization] mean to you?”
Pro tip: Record these conversations (with permission). Audio quotes are incredibly powerful for presentations and videos.
One environmental nonprofit I work with has built their entire major donor strategy around stories from their “Earth Stewards” society. They’ve raised over $1.5 million in additional gifts just by sharing these stories with prospects who see themselves in similar roles.
Here’s how one of our clients, Gayle Union, took this concept and ran with it.
Case Study
Marine Corps Heritage Foundation’s 250th Anniversary Legacy Challenge
Want to see innovative legacy society strategy in action? The Marine Corps Heritage Foundation created something brilliant with their 250th Anniversary Legacy Challenge—a matching gift program that turns planned giving into immediate impact.
Here’s what they did: Instead of just asking for bequest commitments, they created a $500,000 matching fund that provides immediate gifts based on future planned gift commitments. Make a $40,000 planned gift? They unlock $4,000 immediately (10% of the estimated value, up to $50,000 per commitment).
What makes this genius:
- Immediate gratification: Donors see instant impact from their future gift
- Compelling incentive: The matching component motivates action now
- Mission-aligned messaging: Every piece of communication reflects Marine Corps values and heritage
- Comprehensive FAQ: They anticipated every possible donor question and answered them upfront
- Multi-step process: Their notification form breaks the commitment process into manageable steps
- Clear point person: Gayle Union is identified as the dedicated contact for all legacy planning
The results? A program that doesn’t just collect bequest commitments—it creates urgency, provides immediate satisfaction, and builds deeper donor engagement around the foundation’s mission.
The lesson:
Sometimes the best legacy society innovation comes from thinking beyond traditional recognition programs. What if your planned gifts could create immediate impact while building for the future?
What If Your Legacy Society Is Already “Running” But Not Really Working?
If you’re reading this thinking, “We have a legacy society, but it’s pretty dormant,” you’re not alone. Most legacy societies need a reboot every few years.
Signs your society needs CPR:
- No new members in the past year
- Members haven’t heard from you in 6+ months
- You can’t remember the last time you promoted it
- It’s not generating stories or referrals
- Even you forget it exists sometimes
The reboot process:
- Audit what you have (who’s on the list, what they’ve received lately)
- Re-engage current members (survey, call, or meet with them)
- Refresh your messaging (new stories, updated impact data)
- Relaunch with energy (treat it like a new program)
- Create sustainable systems (so it doesn’t go dormant again)
Real example: A children’s hospital revitalized their dormant legacy society by interviewing all current members about their motivations. They discovered that most joined because of personal experiences with a specific program. They refocused the society around those emotional connections, streamlined their messaging, and saw a 60% increase in new members over the following 18 months.
Sometimes a reboot is exactly what you need.
The Mistakes I Made (So You Don’t Have To)
Mistake #1: Thinking bigger was always better. In my early years I once helped launch a legacy society with five different membership levels, each with different benefits and recognition. It was confusing, expensive to maintain, and created more problems than it solved. Keep it simple.
Mistake #2: Over-promising and under-delivering. We promised quarterly newsletters, annual events, and regular updates. Within six months, we were behind on everything and members were (rightfully) disappointed. Under-promise, over-deliver.
Mistake #3: Making it all about the organization. Our early legacy society materials were all about what the organization needed and how grateful we were. What worked better? Focusing on what the donors wanted to achieve and how their gifts would create lasting change.
Mistake #4: Ignoring the spouses. Many planned gifts are joint decisions, but our legacy society only recognized the “primary” donor. We missed opportunities to engage the whole family in the mission.
Mistake #5: Launching without a plan for growth. We created a beautiful program but no strategy for finding new members. Growth has to be intentional.
Some of my most valuable lessons came from my time at the University of Pennsylvania, working alongside incredible colleagues like John Foster and the late Deb Abrams and Brian Sagrestano, who taught me that the best legacy programs are built on relationships, not just processes.
Better Imperfect Than Invisible
Here’s what I want you to remember: Your legacy society doesn’t have to be perfect to be effective.
You don’t need 50 founding members, a gala launch event, or a sophisticated recognition program. You need:
- A clear name and purpose
- A simple way for people to join
- Regular communication with members
- Stories that inspire others
- Someone who’s responsible for keeping it alive
That’s it. Everything else you can figure out as you go.
Start where you are. Use what you have. Do what you can.
I’ve seen legacy societies launched with three members and a homemade certificate that eventually grew into major planned giving programs. I’ve also seen expensive, elaborate programs that never gained traction because they were too complicated to maintain.
The difference? The successful ones started with heart and stayed consistent. The unsuccessful ones started with perfection and couldn’t sustain it.
So here’s my challenge: If you don’t have a legacy society, commit to launching one in the next 90 days. If you do have one but it’s gathering dust, commit to reviving it in the next 60 days.
Your future donors are waiting. Your current supporters want to feel special. Your mission deserves to be sustained.
What are you waiting for?
Remember: Your legacy society doesn't have to be perfect to be effective.
