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?
A few weeks after donating to a youth literacy nonprofit, my friend Elena received a surprising email. It wasn’t the usual automated receipt or slick newsletter, but instead was a short video from a second-grade teacher. In the video, the teacher stood in her colorful classroom, holding up a book. “Hi Anne,” she said with a smile. “Thank you so much for your generous support. Thanks to you, my students were able to take home their very first books this year. You’re helping build lifelong readers. We are so grateful!” That 60-second video made Anne feel seen, appreciated, and deeply connected to the mission, and she became a monthly donor just two weeks later. In an age of digital overload, a heartfelt, personal thank-you video stands out. It fosters emotional connection, boosts donor loyalty, and converts one-time donors into long-term partners. And the best part? It only takes about a minute. In this article, I’ll show you how to plan, record, and send simple but powerful one-minute thank-you videos that delight donors and strengthen your stewardship efforts. Yes, One Minute is Enough! You don’t need a professionally produced film or a five-minute explanation of your mission to move a donor’s heart. Believe it or not, the most effective thank-you videos are often the shortest ones. Why? Because people’s attention is limited. A one-minute message respects the donor’s time while delivering a high-impact dose of gratitude. It’s more likely to be watched all the way through, more likely to be shared, and more likely to leave the donor with a smile. Short videos are also easy to create. You don’t need fancy gear or editing software, just a smartphone, a quiet room, and a few words from the heart. Authenticity matters far more than production quality. A quick video filmed in a staff office, community center, or program site feels authentic and personal. It sends the message that the organization took time to appreciate the donor, not to polish a sales pitch. And here’s the kicker: even a humble, handheld thank-you video often makes more impact than a beautifully designed snail-mailed thank-you note. The video is direct. It’s human. And it sticks with the donor. What Makes a Great Thank-You Video? So, what separates a great donor video from an awkward or forgettable one? It comes down to sincerity, clarity, and connection. Start by addressing the donor directly. Use their name if you can: “Hi, Jamie. Thank you so much for your recent gift to the Lawndale Food Pantry!” Mention the donation specifically… it shows the message isn’t canned. “Your $100 gift last week helped stock our shelves just in time for the holiday season!” Next, give a glimpse of the impact. You don’t need a data dump, just a human moment. “Because of your support, Maria and her three children didn’t go hungry this week.” A short anecdote or visual is often more powerful than a spreadsheet. Finally, close warmly. Let the donor know you’re grateful not just for their gift, but for their partnership. Invite them to stay connected: “We’re so thankful you’re part of our community, and we can’t wait to share more good news with you.” Remember: this is not the moment to make another ask. A thank-you video is about building a relationship, not soliciting another gift. When donors feel appreciated, future generosity often follows naturally. Who Should Appear in the Videos? While anyone from your organization can say “thank you,” the person delivering the message can make a huge difference. Executive directors often carry institutional authority and vision, making them ideal for first-time donor thank-yous or high-level supporters. Program staff bring authenticity and immediacy, especially when thanking donors for specific campaign gifts. A social worker, a camp counselor, or a nurse can show how the donor’s support is making a difference in real lives. Even better? Feature the people directly impacted by the donor’s generosity. A student who receives a scholarship, a family that moves into permanent housing, or a volunteer who benefits from training… these messengers bring the mission to life. You can also consider having board members send videos, especially if they helped cultivate the donor or are part of the donor’s network. Board videos can feel more peer-to-peer, which sometimes deepens the connection. The key is to match the messenger to the donor. If someone gave to your arts education program, consider having an art teacher or student thank them. That alignment helps donors see exactly how their gift matters, and how valued they are by the people closest to the impact. When and How to Send Your Videos Timing is everything when it comes to thank-you videos. The most powerful moment to send one is within 48 hours of receiving a gift. That’s when the donor is still emotionally connected to the action they just took—and when your gratitude will feel most meaningful. But thank-you videos aren’t just for donation receipts. You can also send them after a fundraising event, when your team hits a campaign milestone, or even randomly throughout the year to surprise and delight loyal supporters. A spontaneous “just because” thank-you can leave a lasting impression, especially if it arrives during a time when the donor wasn’t expecting to hear from you. Sending your video doesn’t need to be complicated. Email is often the easiest channel: embed a thumbnail image that links to the video hosted on YouTube, Vimeo, or a private platform like Bonjoro or ThankView. Some nonprofits also use text messaging for a more immediate feel. Just be sure you have the donor’s permission if you decide to go that route. Regardless of the method, your goal is straightforward: to make the donor feel noticed, appreciated, and connected. Don’t batch your thank-you videos at the end of the month. Promptness boosts impact. A video sent two days after a gift feels thoughtful. A video sent two months later feels like an afterthought. Practical Tips for Recording Great Thank-You Videos You don’t need a film degree
While capital campaigns often focus on immediate fundraising needs, integrating planned giving creates lasting impact. A well-run campaign provides the perfect platform to identify and cultivate legacy donors. By including planned giving language in campaign materials, training staff on legacy conversations, launching a legacy society, and sharing donor stories, organizations can secure both short-term pledges and long-term estate commitments. This dual approach transforms campaigns into meaningful exercises in stewardship that ensure organizational sustainability for generations.
Charitable Remainder Trusts (CRTs) offer a tax-efficient method to support charities while preserving income. Donors transfer appreciated assets into a Charitable Remainder Annuity Trust (CRAT) or Unitrust (CRUT), gaining immediate income tax deductions and avoiding capital gains taxes. These trusts provide fixed or variable payments during retirement, allowing donors to maintain their lifestyle. They also enable wealth transfer with reduced gift or estate taxes, making CRTs an attractive option for long-term charitable and financial planning.
Walt Disney built windows lower on Main Street so children could see inside as easily as adults—a detail no one noticed but everyone benefited from. This teaches us about donor relations: Are we building our “windows” at standard height or from our donors’ perspective? Simple changes like talking mission over money, having real people answer phones, and creating memorable first impressions can transform donor engagement and loyalty.RetryClaude can make mistakes. Please double-check responses.
Can you name your local community foundation? More importantly: do you know what they really do? Far from being competitors, community foundations are powerful allies for nonprofits. They manage complex gifts, build sustainable endowments, connect you with donor-advised funds, and even handle planned giving for teams without in-house expertise. Think of them as gardeners of local philanthropy – planting, tending, and growing generosity so your mission can thrive for years to come.
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.