Category: Planned Giving Marketing

Most 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.

Master your elevator pitches. You have eight seconds to make an impression—are you ready? Whether it’s a reunion, a luncheon, or a chance encounter, your ability to start a meaningful conversation about legacy giving matters. This guide offers 25 ultra-brief, donor-specific elevator pitches you can memorize and use anywhere. Organized by giving vehicle and donor motivation, each one is crafted to spark curiosity and open the door to deeper discussion.

Through legacy gifts, donors like Angela and Terrell Richards and Hilda and Arnulfo Miramontes are transforming lives at St. Jude Children’s Research Hospital. Their stories show how planned giving—through wills, trusts, and heartfelt commitments—ensures children battling catastrophic illnesses receive lifesaving care, free of charge. This article honors their legacies and invites readers to consider their own. Because leaving a legacy isn’t about wealth—it’s about impact, compassion, and giving children a future worth fighting for.

Introduction: What Is Planned Giving and Why Does It Matter?  Planned giving, also known as legacy giving, is the art of securing future gifts from donors through their estate plans. These gifts are often the largest and most impactful contributions a donor will ever make—with the average planned gift ranging from 200-300 times larger than a typical annual donation. Consider how a small environmental nonprofit transformed its future with just three bequests in its first year of planned giving: these gifts secured enough funding to protect 250 acres of critical habitat in perpetuity. Yet, many nonprofits hesitate to launch their own planned giving program, assuming they lack the expertise or resources. The truth is: Planned giving is a people business, not a legal business™. And it’s never too early to start. This guide offers the most practical, scalable approach to launching a planned giving program—even if you’re a small nonprofit with limited staff and budget. Quick Start Guide If you need to launch a planned giving program quickly, focus on these five core elements. Read the rest of the article for valuable details, typical case study and a readiness calculator. Foundation Steps: Identify loyal donors with 5+ years of giving history (prioritize those with increasing gift patterns) Create a simple legacy society with basic recognition elements (special pins, annual letters, exclusive events) Develop a basic planned giving webpage focusing on bequests (include sample bequest language and one donor story) Engagement Actions: Train staff on natural conversations about planned giving (provide simple scripts and practice scenarios) Send personalized thank-you notes to every legacy donor (handwritten notes within 48 hours of commitment) Timeline & Results: Launch a planned giving program in 30 days, see first bequest intentions within 6 months, and expect 8-15 commitments by month 18. Remember: Start simple, stay consistent, and focus on relationships over transactions. Table of Contents Understand the Basics of Planned Giving Engage Your Board of Directors Identify and Thank Your Most Loyal Donors Create a Legacy Society Develop Your Planned Giving Website or Microsite Establish Gift Acceptance Policies Create Basic Planned Giving Marketing Materials Formalize Your Program With Tools and Systems Learn Prospect Identification and Segmentation Use Your Donor Database Effectively Send Personalized Thank-You Notes to Board and Donors Make Planned Giving a Daily Habit Host Educational Events and Seminars Emphasize Trust, Not Money Collect and Share Donor Testimonials Master the Planned Giving Conversation Explain How the Gift Will Be Used Join a Peer Group or Network Plan for Future Program Growth Use Smart Planned Giving Marketing Strategies Add Signature Line Pitches and Site Linkage 1 Understand the Basics of Planned Giving ESSENTIAL You don’t need to be a legal expert to launch a planned giving program. Start with common, easy-to-explain gift vehicles: Bequests: “A provision in your will that directs a gift to our organization.” IRA Beneficiary Designations: “A form from your retirement plan administrator that names our organization to receive funds after your lifetime.” Life Insurance Gifts: “Making our organization the beneficiary of a policy you no longer need.” Appreciated Securities: “Donating stocks or bonds that have increased in value since you acquired them.” Gifts of Retirement Plans: “Naming our organization as a beneficiary of your 401(k), 403(b), or IRA.” Real-World Examples: The Children’s Museum focused solely on bequests and IRA designations for their first two years, securing 14 legacy commitments before expanding to additional gift types. A college was about to close its doors when it was saved by a surprise bequest. Recommended Resource: A donor-friendly video or planned giving pocket guide can be incredibly effective for internal training and donor education. SEO Tip: Use the phrase “what is planned giving” in your FAQs to attract beginner-level queries. 2 Engage Your Board of Directors ESSENTIAL Your board’s support is essential. Educate them on how legacy gifts work and why they are critical to the long-term health of your organization. Get all planned giving myths out of the way. Board Engagement Strategies: Schedule a 20-minute presentation at your next board meeting Share simple one-page handouts explaining the basics Ask board members to consider their own legacy gifts  Invite a board member from another nonprofit to share their planned giving success story Share some of our videos with your board (we provide you a license to embed them on your planned giving website) Download our PowerPoint: Get Your Board on Board (free for clients) Pro Tip: Send handwritten thank-you notes during key holidays or milestones. Gratitude opens doors. 3 Identify and Thank Your Most Loyal Donors ESSENTIAL Your best planned giving prospects are not necessarily your largest givers. Instead, focus on those who have: Donated 8+ of the last 12 years Consistently supported specific programs Demonstrated personal affinity Donor Identification Steps: Run a database query identifying donors with 5+ years of consecutive giving Create a tiered approach, starting with those giving longest Develop a personalized outreach calendar Personalize your outreach. Make it feel like a letter to your mother, not a cold institutional appeal. 4 Create a Legacy Society ESSENTIAL A Legacy Society is a simple way to honor planned giving donors and build social proof. It gives donors community, credibility, and connection. Steps to Build One: Give it a meaningful name and logo (e.g., “Heritage Circle,” “Future Builders Society”) Offer special perks (events, recognition, behind-the-scenes tours) List members in your annual report or website (with permission) Mail custom welcome packets to new members Legacy Society Success Story: The Westside Community Center launched their “Tomorrow’s Promise Society” with just three founding members. Within 18 months, it grew to 17 members through peer-to-peer referrals alone. 5 Develop Your Planned Giving Website or Microsite ESSENTIAL Every planned giving program needs a digital hub. At a minimum, your planned giving web page should include: Overview of planned giving options Contact information (with photo and direct line of your planned giving contact) Donor testimonials (with permission) Clear calls-to-action (CTA) Legacy society info Endowment calculator (get one here for free) Online will planner free for donors (see LegacyPlanner™) Website Enhancement Tips: Include

Most people create a will or trust and never look at it again. But life changes—marriages, births, moves, asset shifts—can render your estate plan outdated and ineffective. Failing to update it may mean your assets go to the wrong person or your heirs face unnecessary stress and taxes. Reviewing your estate plan ensures your wishes are honored and your legacy protected. It’s not morbid—it’s responsible planning.

100 Fundraising Delusions (and the People Who Still Believe Them) isn’t a blog. It’s a mirror—and not the flattering kind. After 26 years in this business, I’ve heard it all: the excuses, the sacred cows, the budget-killing fantasy thinking. From “We need younger donors” to “We’ve got FreeWill, so we’re covered,” this list delivers 100 cold truths—each one a quiet reason your fundraising isn’t working. If you see yourself in a few, congratulations—you’re self-aware. If you don’t see yourself at all?
Well… that’s Delusion No. 100.

Originally published in September 2012. Updated in 2025. How Internal Silos Hurt Donor Relationships and Revenue Summary: Many organizations still operate under the outdated belief that planned giving cannibalizes annual giving. In reality, donors who commit to legacy gifts often increase their annual contributions. This post explores the importance of cross-departmental collaboration and how to unlock the full value of loyal donors by embracing a donor-centered approach. The Question We Received We were recently asked a practical and pressing question: Is there any benchmark or industry standard regarding the mechanics of handing off a loyal direct mail donor to the Planned Giving Department? Without airing too much dirty laundry, our in-house Direct Marketing Department refuses to give the Planned Giving Department access to the donor database out of fear that planned giving marketing activities with loyal donors will depress annual giving income. So basically, the Planned Giving Department is being denied access to the best prospects because of fear that planned giving will undermine annual giving. The Common Misconception Our response from the late Brian M. Sagrestano: Many nonprofits fall for the false notion that charitable giving is a finite pie—and that offering a donor the opportunity to make a bequest will somehow reduce what they’re willing to give to the annual fund. In reality, the opposite is true. The 2007 study Bequest Donors: Demographics and Motivations of Potential and Actual Donors, conducted by the Center on Philanthropy at Indiana University, found that donors who include a charity in their estate plans are not only more loyal but also give larger annual gifts than those who don’t. In fact, annual donations from legacy donors were twice the size of those made by non-legacy donors. When donors deepen their connection with your mission through a planned gift, their overall investment grows—both emotionally and financially. Donor-Centered Giving Is the Future In today’s multi-channel, donor-centered landscape, the idea of “protecting” donors from other departments is outdated and counterproductive. Holding donor names hostage only leads to missed opportunities and declining support. It’s time to shift from seeing donors as short-term revenue streams to viewing them as mission partners with long-term philanthropic goals. Organizations that embrace this mindset are thriving. Those that don’t will likely face declining annual giving over time—especially as Boomers retire and younger generations step into their philanthropic roles. Younger Donors Demand More Millennials and Gen X donors approach giving differently than their parents and grandparents. They want to: See tangible impact from their gifts Align with causes that reflect their values Get involved beyond writing a check—often as volunteers or advocates They’re not interested in unrestricted giving unless they feel connected to the cause and see clear results. That’s why it’s critical to nurture relationships holistically, rather than limiting communication to one department. Fear Is Fueling Decline Your annual fund team may be clinging to loyal donors because they sense a decline in giving—and they fear that sharing those names will accelerate the problem. But here’s the truth: the more you hold onto donor names, the faster your decline will come. Why? Because donors evolve. If you’re not growing with them—offering ways to make a bigger impact and connect deeply—they’ll drift elsewhere. Cross-pollinating efforts across departments is the key to keeping donors engaged. Successful Charities Share Today’s high-performing nonprofits don’t hoard data—they share it. Development, annual fund, and planned giving teams coordinate efforts and speak with one voice. They understand that a loyal donor isn’t a turf war—they’re an opportunity for deeper engagement and long-term support. Collaboration ensures multiple points of contact and helps donors feel heard, valued, and invested in the organization’s future. And the result? Stronger loyalty. Bigger gifts. And a mission that grows. Key Takeaways Legacy donors give more: Planned giving boosts, rather than undermines, annual giving. Donor-centric strategies win: Modern donors want impact, involvement, and long-term relationships. Collaboration is essential: Siloed departments stifle growth and alienate your best supporters. Fear holds you back: Transparency and internal cooperation lead to stronger outcomes. If your nonprofit is still operating with internal walls, it’s time to tear them down. Donors don’t think in silos—and neither should you.

Thinking of hosting a Planned Giving Seminar? Great—if your goal is to perfect the sound of silence. Most people would rather organize their sock drawer than attend something that sounds like a tax lecture. Want them to actually show up? Call it “Estate Planning for Grown-Ups Who Don’t Want Chaos.” Talk about protecting their family, not charitable trusts. Trust us—once they’ve planned for their dog, their alma mater might just sneak into the will.