How to Turn Inflated Legacy Lists Into Real Commitments
It looked like a windfall: 1,270 people had reportedly included a nonprofit in their wills. At the average charitable bequest of $92,000, that’s a potential $117 million — on paper.
The celebration didn’t last. (This case study first appeared on Philanthropy.org as part of our thought leadership series.)
From 1,270 to 5
When their consultant applied three simple filters —
- Donors over age 65
- Named as primary beneficiary
- Estimated bequest value of $10,000+
— the list dropped from 1,270 to 55 names. Still promising. But after multiple attempts to connect, only five donors were reached — and none remembered making such a commitment.
This wasn’t an isolated case. Inflated “willmaker” numbers are common when there’s no consistent stewardship to turn intentions into actual gifts.
Why This Happens
Legacy gift lists often swell with self-reported intentions — from casual conversations, surveys, or online will-making tools. Even the best tools, including LegacyPlanner™, need to be paired with ongoing donor stewardship to ensure intentions become realities.
A name on a list is not a relationship. And in planned giving, relationships are everything.
Whether you’re using our LegacyPlanner™, FreeWill, or any other online will planner, the tool is just the starting point. LegacyPlanner™ was built to make the process easy — but no technology can replace human follow-up. Pair it with these essential steps to ensure your commitments turn into real gifts.
Before You Choose a “Free” Will Tool: Four Cautions
- Donor ownership. Some “free” will-making platforms make their money by keeping your donor data and cultivating those same donors for other causes. That’s like letting someone else store your apples — and then being surprised they’re baking pies for other people.
- Vanity metrics. Certain platforms measure success by the number of wills “completed” on their site. But if you can’t verify the donor’s intent — or if the platform is busy cultivating your donors for other nonprofits — those numbers are little more than digital confetti. Remember (above): “… none remembered making such a commitment.”
- No follow-through. Too many “free” will tools promise big results but stop at name collection. It’s like catching fish and tossing them back in the water because no one brought a net.
- Portability & lock-in. If the platform sits between you and your donors, ask how you export full, actionable records and consent. If the answers are fuzzy, your pipeline isn’t yours.
Bottom line: Tools can accelerate conversion — when you own the relationship and follow through. That’s why LegacyPlanner™ is designed to keep donor data with you and integrate directly into a stewardship plan.
How to Turn Lists Into Gifts
- Educate year-round. Keep donors engaged with regular, value-driven content. Our Legacy Campaign Video Series makes it easy to stay in touch without feeling repetitive. Here’s a free version you can use.
- Build a strong digital presence. A dedicated Planned Giving Website serves as your 24/7 resource center, answering questions and reinforcing your mission.
- Ask the right questions early. Use planned giving Donor Surveys to identify genuine prospects before you invest time and money in cultivation.
- Mix in tangible touchpoints. Direct Mail Campaigns still work — especially for older donors — when combined with phone calls and events.
- Train your team properly. If your staff needs to sharpen their planned giving skills, our Planned Giving Boot Camp provides practical training that gets immediate results.
- Expand your team’s capacity. If you can’t commit full-time resources, consider outsourced solutions like Planned Giving Partner or Launch Legacy to manage cultivation and follow-up.
The Payoff
The average U.S. charitable bequest is about $92,000. Even five genuine commitments can mean nearly half a million dollars for your mission. Compare that to a list of 1,270 “commitments” that result in nothing — the difference is night and day.
Vanity metrics look good in a board report. Real donor relationships deliver results.
Next Steps
- Audit your current list using clear, measurable filters.
- Make personal contact with top prospects.
- Establish a year-round stewardship plan using a mix of digital, print, and personal touchpoints.
Five genuine legacy commitments will always outperform 1,270 fictional ones. The only question is whether you’re ready to do the work that turns possibility into reality.
Watch: A Step-by-Step Guide to Marketing Planned Gifts
If you’re ready to take these strategies further, this video guide walks you through a practical, repeatable marketing plan for building a successful planned giving program.
