Planned Giving Marketing Resources

Every nonprofit — regardless of size, staff, or budget — deserves the tools to build a sustainable future. These resources are our contribution to the sector. Use them freely. Customize them for your community. And when you’re ready to go deeper, we’re here to help.

Free Planned Giving Downloads

Updated Monthly

Conversation Starters & Social Media

101 Clever Questions That Unlock Planned Gifts

A reader-favorite on PlannedGiving.com, these 101 strategic questions help fundraisers uncover donor motivations, strengthen relationships, and move planned giving conversations forward.
Planned Giving Conversation Starters for Healthcare Organizations

A practical resource for healthcare fundraisers featuring planned giving conversation starters designed to help engage donors, explore legacy gift opportunities, and support long-term hospital philanthropy.
80 Planned Giving Social Media Posts

80 ready-to-use Facebook posts designed to gently introduce and reinforce planned giving. Educates donors in plain language while keeping your organization top-of-mind. Enough content to support 6–9 months of consistent, professional planned giving outreach.
Year-End Giving Social Media Posts

Ready-to-use social media posts designed to prompt thoughtful year-end giving conversations—without sounding promotional. These posts help nonprofits stay visible during the most important giving season while gently introducing planned giving concepts donors already understand.

Endowments

Endowments

Endowments transform one-time donors into permanent partners. Learn how to create, manage, and grow endowed funds that secure your institution's future — with sample policies, real-world examples, and a complete glossary.
Endowment Calculator

Embed our free endowment calculator on your website and illustrate for your donors the power of the growth of an endowment fund over time.

Estate Planning & Bequests (Coming 2/26)

The Charitable Bequest Planner

A donor-friendly workbook that walks supporters through the process of including your organization in their will.
"But I Already Have a Will"

How to respond when donors think their estate plan is finished—and why a bequest is still possible.
Sample Codicil

Ready-to-use legal language donors can share with their attorney to add a charitable bequest to an existing will.
The 25 Estate Planning Documents

A comprehensive collection of templates covering wills, trusts, and charitable giving instruments.
Special Needs Trust

Guidance for donors who want to provide for a loved one with disabilities while still supporting your mission.