Category: Giving

Mid-level donors are often overlooked when it comes to legacy giving conversations. They’re consistent, loyal, and quietly generous—yet rarely approached for more transformative gifts. That’s a mistake. Years ago, Tom Ligare and his colleagues at Planned Giving Marketing Solutions coined a term for a powerful strategy: Legacy Life Giving. It’s time to bring that concept back into the spotlight—with a modern twist. What Is “Legacy Life Giving”? Legacy Life Giving is a simple but underused technique: The donor purchases a life insurance policy, names your nonprofit as both owner and beneficiary, and spreads the premium payments over time—or pays in full upfront. The result? A mid-level donor can leave a $50,000+ legacy gift with a relatively modest outlay of cash. Why It Still Works Today We talk often about Donor-Advised Funds, appreciated stock, and blended gifts. But life insurance has quietly remained one of the most efficient vehicles for legacy giving, especially for donors in their 50s and 60s who are: Past their high-expense years (college, mortgages, etc.) Looking for tax-advantaged ways to give back Eager to leave a legacy that aligns with their values Unlike traditional charitable bequests—which feel abstract and distant—Legacy Life Giving is tangible, structured, and appealing to donors who like to see the impact of their gifts—even if it comes later. Example (Still Relevant Today) Let’s say a 60-year-old donor purchases a $50,000 policy. She can pay: $16,126 as a one-time premium, or Five annual payments of $3,495 Upon her passing, your nonprofit receives the full $50,000. Multiply that by ten donors. Now imagine a hundred. This is what we mean when we talk about scalable, sustainable giving strategies. How to Introduce the Idea to Donors Start with mid-level donors who have given consistently for 5+ years. Use language like: “There’s a way to make a $50,000 gift for less than the cost of a daily coffee.” “Would you consider a legacy gift that doesn’t reduce your current cash flow?” Better yet, embed this idea into your overall Legacy Planning strategy. Tools like LegacyPlanner make it easy to present options in a clear, non-intimidating way. The Bottom Line Legacy Life Giving isn’t new—but in today’s climate of donor fatigue and budget cuts, it’s more relevant than ever. If you’re not offering it, another nonprofit will. Looking to modernize your planned giving outreach? Get a Planned Giving Micro Website and reach donors where they’re most comfortable—online.

The article discusses how James H. Davidson, Jr. left his $2.175 million estate to help pay down the national debt, but questions whether this well-intentioned gift truly created a lasting impact given the debt’s enormous size ($34 trillion). It suggests his legacy could have made a more meaningful difference through endowed scholarships or lecture series rather than becoming “a rounding error” in government finances. The piece ultimately emphasizes the importance of strategic giving and planned legacy gifts.RetryClaude can make mistakes. Please double-check responses.

The more you stress your prospect, the more demands you make upon them, the more likely they are bail on you—that’s donor relations 101. Here are some tips on how to keep ‘em sweet. “Don’t Make Me Think!” Whether we’re talking about one-on-one meetings between you and the potential donor, the manner you describe gift plans in your newsletters, or the navigation on your planned giving website, keep it simple. It’s in your own interest gradually to spoon-feed them easy-to-“get” amounts of data. Anticipate confusions and questions and head them off with cogent explanation. “Don’t Make Me Work so Hard!” Are your donors wearing themselves out trying to get in touch with you? Have you made your email address available on every email and hardcopy communication you have sent them? Have you chosen a URL for your planned giving website that is easy-to-remember and self-explanatory? (Like YourInstitutionGiving.Com, or SupportOurMission.Org.) How about your phone number? Are you forcing prospects to use the company directory? Bad idea. Don’t forget to include your extension! “Don’t Make Me Come to You!” There’s no overstating the value of the personal visits you make to your prospects. Besides being a source of pleasant social interaction for elderly individuals, the personal visit shows your respect for the donor and her wishes, as well as your commitment to making the gift happen. Personal visits also enable you to deploy a more intimate and compelling salesmanship. They are an integral part of donor relations. “Don’t Make Me Sorry I Chose to Give!” There are many ways to disappoint a donor and it’s your business to avoid them. A major error is treating people like numbers – making a charitable gift is a major life statement and it’s critical you demonstrate respect for prospects as individuals. Disrespecting their gift because it’s not in the millions is another way to sour donor relations. And they must be reassured that their gift will be put to use the way they want. This isn’t rocket science. It’s donor relations management at its most basic and most crucial to your program’s success – and yours. Make It Easy to Say Yes At the heart of it all, donor relations is not about slick marketing campaigns or flashy events—it’s about human connection, clarity, and consistency. If a prospect feels confused, ignored, or overworked, you’ve already started to lose them. Every point of contact—whether a website visit, a phone call, a piece of mail, or a personal meeting—is a chance to either build trust or chip away at it. Think of donor relations like hospitality. A good host doesn’t make their guests hunt for a seat or guess what’s being served. They anticipate needs, offer help before it’s asked for, and make the experience pleasant and memorable. Your donors are your guests. It’s your job to roll out the welcome mat, not the red tape. That’s why having a simple, easy-to-navigate page that explains giving options in plain English—not legalese—is more than a convenience. It’s a courtesy. If you don’t already have one, this is a good place to start. Every unnecessary hurdle is an invitation for your prospect to walk away. But when you make it easy to give, easy to understand, and easy to feel appreciated—you turn transactions into relationships. That’s the difference between a missed opportunity and a lasting legacy.