Category: Planned Giving Marketing

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.

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.

Advances in modern medicine can prolong lives of seriously ill individuals, though not always with hope for improvement. While some view extended life as meaningful, others may see artificial prolongation as extending suffering. The Florida Legislature recognizes individuals’ fundamental right to make medical decisions regarding life-prolonging procedures. Through advance directives like living wills, health care surrogate designations, and anatomical gift declarations, adults can plan ahead for health care decisions and ensure their wishes are respected.

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.