Over the next two decades, an estimated $68 trillion will be passed down from one generation to the next. This historic “Great Wealth Transfer” presents a monumental opportunity for the nonprofit sector, as a significant portion will be directed to charitable causes. Organizations that are prepared will be the ones to receive these transformative gifts. Having a formal planned giving program is the single most important step you can take to position your nonprofit for this future. It’s your invitation to supporters who are actively planning their legacy. This guide provides a clear roadmap for building that program and ensuring your mission thrives for generations.

Key Takeaways

• Focus on your most loyal supporters first: Your best prospects are the people who already love your work, including long-time donors, board members, and volunteers. Approaching them is a natural next step that honors their existing commitment to your mission.
• Launch your program with a simple framework: You do not need a large budget to get started. Secure buy-in from your leadership, assign a program lead, set clear activity-based goals, and establish basic gift acceptance policies to create a strong foundation.
• Integrate legacy giving into all your communications: Effective marketing is about consistency, not a single campaign. Weave mentions of planned giving into your website, emails, and social media to keep the option visible and make it a normal part of supporting your organization.

What Is a Planned Giving Program?

A planned giving program, sometimes called a legacy giving program, is simply a way for your supporters to leave a future gift to your nonprofit. These donations are typically arranged through a will or other financial plans and are received by your organization after the donor has passed away. Think of it as a powerful way for your most dedicated supporters to make their mark and ensure your mission continues for generations to come.

These gifts are often much larger than typical annual donations and can provide the long-term financial stability every nonprofit dreams of. Starting a program doesn't have to be complicated, but it does require a strategic approach to connect with the right supporters at the right time.

Planned Giving vs. Annual Giving

One of the first questions nonprofit leaders ask is, "Will asking for a planned gift hurt our annual fund?" It's a valid concern, but the data shows the opposite is true. A planned giving program complements your annual fundraising, it doesn't compete with it. In fact, supporters who commit to a planned gift often become even more invested in your organization.

Experts have found that donors who include a nonprofit in their will tend to increase their annual giving and stay involved for longer. It makes sense; making a legacy gift is a significant commitment that deepens a donor's connection to your cause. It shifts their perspective from a short-term supporter to a long-term partner in your mission.

Why It's Essential for Your Nonprofit's Future

While annual campaigns and fundraising events are crucial for meeting immediate needs, a planned giving program is your investment in long-term sustainability. These future gifts create a pipeline of support that can help your organization weather economic downturns, fund major projects, or build an endowment that generates income year after year.

From a practical standpoint, planned giving offers an incredible return on investment compared to many other fundraising methods. It requires a consistent, thoughtful approach to relationship-building rather than a huge budget. By creating a simple pathway for supporters to leave a legacy, you are building a more resilient financial future for your organization.

The Great Wealth Transfer Opportunity

There has never been a better time to focus on planned giving. We are currently in the midst of what experts call the "Great Wealth Transfer," a period where Baby Boomers are expected to pass down an estimated $68 trillion in wealth over the next couple of decades. This is the largest transfer of wealth in history, and it presents a monumental opportunity for the nonprofit sector.

A significant portion of this wealth will be directed to charitable causes through estate plans. Nonprofits that have a planned giving program in place will be positioned to receive these transformative gifts. By not having a program, you risk missing out on the incredible generosity of a generation that is actively planning its legacy.

Common Types of Planned Gifts

When you hear "planned giving," you might think it's a complicated, one-size-fits-all process. But it’s really about offering your supporters a variety of ways to leave a meaningful legacy. Understanding the different types of planned gifts helps you meet donors where they are, providing options that align with their financial situations and personal goals. By familiarizing yourself with these common vehicles, you can guide conversations and empower your supporters to make a lasting impact on your mission. Let's walk through some of the most popular options.

Bequests

Bequests are the most common and straightforward type of planned gift. This is simply when a donor includes your nonprofit in their will or living trust. They can choose to leave a specific dollar amount, a percentage of their estate, or a particular asset like real estate or stocks. For many donors, this is the most accessible option because it doesn't affect their cash flow during their lifetime. They can maintain full control of their assets while they need them and still make a significant future gift. In fact, bequests are the most popular form of planned giving, making them an essential part of any program.

Charitable Gift Annuities

A charitable gift annuity, or CGA, is a great option for donors who want to support your cause while also securing a reliable income stream for themselves. Here’s how it works: a donor makes a gift to your organization, and in return, you agree to pay them (and another beneficiary, if they choose) a fixed income for the rest of their lives. The payment rate is based on their age when they make the gift. After the donor passes away, the remaining balance of the gift is yours to use for your mission. It’s a powerful win-win, offering donors financial stability and a way to make a generous contribution.

Charitable Remainder Trusts

Charitable remainder trusts (CRTs) are a bit more complex, but they can be an excellent tool for donors with significant assets. With a CRT, a donor transfers assets like cash, securities, or real estate into a trust. The trust then pays an income to the donor or their chosen beneficiaries for a set number of years or for life. When the trust term ends, the remaining assets, the "remainder," are distributed to your nonprofit. The IRS provides clear guidelines on charitable remainder trusts, which can offer donors substantial tax benefits, including an immediate charitable deduction and avoidance of capital gains taxes on appreciated assets.

Other Gift Types to Consider

Beyond the big three, there are several other planned gift options that might appeal to your supporters. For instance, a charitable lead trust is the inverse of a remainder trust; it makes payments to your nonprofit for a set period, after which the remaining assets go to the donor's heirs. This can be a great way for donors to reduce gift and estate taxes. Donor-advised funds (DAFs) also offer a flexible way for supporters to manage their giving over time. Exploring these various planned giving options allows you to tailor your program to fit the unique needs and goals of your most dedicated supporters.

Why Start a Planned Giving Program?

If the term “planned giving” sounds like something reserved for universities with massive endowments, think again. Starting a planned giving program is one of the most strategic decisions you can make for your nonprofit’s future. It’s not about chasing huge, one-off donations; it’s about building a sustainable foundation for your mission by giving your most loyal supporters a way to create a lasting legacy.

A planned giving program complements your existing fundraising efforts, creating a powerful new revenue stream that secures your organization for years to come. It’s also an incredible way to deepen your connection with the people who care most about your work. Let’s look at the key reasons why now is the perfect time to get started.

Secure Long-Term Financial Stability

A planned giving program is your key to building a more resilient financial future. These gifts, also called legacy gifts, are donations supporters arrange to make through their will or other financial plans. Because they are often larger than typical annual donations, they can provide a significant source of funding down the road. Think of it as planting a tree today that will provide shade and fruit for generations.

These future gifts create a predictable revenue pipeline that isn't tied to the ups and downs of annual campaigns or events. This stability allows you to plan more effectively, whether that means launching long-term projects or simply having a cushion during uncertain times. A well-run program can help secure a nonprofit's future, ensuring your mission continues to thrive for decades.

Build Deeper Relationships with Donors

One of the biggest myths about planned giving is that it might discourage donors from making their regular annual gifts. The reality is just the opposite. Inviting supporters to consider a legacy gift is a powerful way to honor their commitment and deepen your relationship. It shows them that you see them as true partners in your mission, not just as checkbooks.

Studies show that donors who commit to a planned gift often become even more generous with their annual giving and stay involved with the organization longer. It’s a conversation that transforms a supporter into a lifelong advocate. By opening the door to legacy giving, you’re giving your most dedicated followers a meaningful way to cement their connection to your cause and ensure their values live on.

Offer Compelling Tax Benefits

Planned giving makes philanthropy accessible to more people by allowing them to give from their assets, not just their cash on hand. Many of your most loyal supporters may not have large amounts of disposable income, but they may have built significant wealth in other forms. A planned giving program allows them to donate assets like stocks, bonds, real estate, or funds from their retirement accounts (IRAs).

This flexibility is a major advantage for donors. Giving from their assets can offer them significant tax benefits, allowing them to make a larger impact than they thought possible. While you should always advise donors to consult their own financial advisors, you can educate them on the possibilities. By presenting these options, you empower your supporters to give in a way that aligns with their personal financial goals while making a transformative gift to your organization.

Strengthen Your Overall Fundraising Strategy

Think of planned giving as a high-impact addition to your fundraising toolkit. Compared to many other fundraising activities, it has an incredibly high return on investment. The initial work of setting up a program and marketing it is relatively low, but the potential for future revenue is enormous. It’s a long-term play that pays off significantly over time.

Integrating planned giving diversifies your revenue streams, making your organization less vulnerable to shifts in the economy or donor trends. When you combine it with your other fundraising channels, like peer-to-peer campaigns or Facebook Challenges, you create a comprehensive and resilient strategy. It’s an investment in your mission’s future that strengthens your ability to make an impact today.

Is Your Nonprofit Ready for Planned Giving?

Thinking about planned giving can feel like a huge step, especially if you're running a small or mid-sized organization. You might wonder if you have the resources, the right donors, or even just the time to get started. But readiness isn't about having a massive endowment or a dedicated legacy giving department from day one. It’s about having a solid foundation and recognizing the right moment to make an investment in your nonprofit's future. If you have a loyal community of supporters and a clear vision for your mission's long-term impact, you might be more prepared than you think. This type of fundraising is less about immediate cash flow and more about building a sustainable future, ensuring your work continues for generations. It's a powerful way to deepen relationships with your most committed supporters by giving them a way to create a lasting legacy. Before you write it off as something for "later," consider that the groundwork for a successful program might already be in place within your organization. Let's look at the signs that it's time to begin and how to handle the common hurdles you might face along the way.

Signs It's Time to Start

If you have a core group of dedicated, long-term donors, you're already sitting on a goldmine of potential planned givers. These are the people who have shown up for you year after year. Another clear sign is a desire to secure your organization's future. Starting a planned giving program is an incredible investment in your mission’s future. With the "Great Wealth Transfer" on the horizon, where Baby Boomers are expected to pass on trillions in wealth, the opportunity has never been greater. If your organization has consistent annual fundraising success and a base of supporters who believe in your long-term vision, it’s the perfect time to introduce a way for them to create a lasting legacy.

How to Overcome Common Barriers

One of the biggest hurdles is simply not knowing where to begin. The good news? Your best prospects are people you already know. Start with your most loyal supporters, board members, and even dedicated volunteers. Another common fear is that asking for a planned gift will hurt your annual fund. Research actually shows the opposite. Donors who make planned gifts often increase their annual giving and stay involved longer. The key is to build a strong foundation with clear processes and consistent promotion. You don't need a perfect, elaborate program overnight. Start small, build a solid framework, and focus on nurturing the relationships you already have.

How to Launch Your Planned Giving Program

Starting a planned giving program might sound like a huge undertaking, but you can get it off the ground by following a few clear steps. Think of it less as building something from scratch and more as formalizing the conversations you’re already having with your most dedicated supporters. A successful program is built on a solid foundation, starting with getting your team aligned and setting clear expectations. By breaking the process down into manageable pieces, you can create a sustainable source of future funding that will support your mission for years to come.

Get Buy-In from Leadership

Before you do anything else, you need to get your leadership team on board. Your board and executive director are the ultimate decision-makers, and their support is essential for your program to succeed. Frame the conversation around long-term strategy, not just another fundraising initiative. Explain how planned giving creates a stable financial future for the organization, allowing it to weather economic shifts and plan for long-term projects.

Come prepared with a simple case for support. You can explain the long-term benefits and how a planned giving program will help the organization secure its legacy. Highlight the opportunity presented by the Great Wealth Transfer and show them what’s possible. Getting your leaders excited about the vision will make it much easier to secure the resources and internal support you need to move forward.

Designate a Program Lead

Once you have leadership’s approval, the next step is to put someone in charge. A successful program needs a champion, a single point person who is responsible for keeping everything organized and moving forward. Without clear ownership, even the best-laid plans can fall through the cracks. This doesn't mean you need to hire a new full-time employee right away. The lead could be an existing major gifts officer, your development director, or even a dedicated board member with a passion for the work.

The most important thing is that one person is clearly in charge of the program. This individual will be the main contact for interested donors, coordinate marketing efforts, and track progress toward your goals. They will be the face of your planned giving efforts, so choose someone who is organized, personable, and deeply committed to your nonprofit’s mission.

Set Clear Goals and Metrics

What does success look like for your new program? You need to decide what you want to achieve in your first year and beyond. The best way to do this is by setting SMART goals: Specific, Measurable, Achievable, Relevant, and Time-bound. For a new program, your goals should focus on activities and building your pipeline, not just on the dollar value of gifts received, which can take years to realize.

For example, your goals could include the number of legacy prospects you identify, the number of conversations you have, or the number of confirmed bequest intentions. A great starting goal might be: "Identify 50 planned giving prospects from our database and have an initial conversation with 10 of them within the first six months." This approach helps you build momentum and demonstrate progress to your leadership team, even before the first gift is realized.

Create Your Program Policies

Before you can start accepting planned gifts, you need to establish clear rules. Creating a gift acceptance policy is a critical step that protects both your organization and your donors. This document outlines what kinds of gifts you can accept and any conditions that apply. For example, will you accept gifts of real estate or appreciated stock? Are there minimum gift amounts for certain types of planned gifts? Your policy should provide clear answers to these questions.

The program needs clear rules about what kinds of gifts are accepted, how they can be set up, and what they can be used for. This isn't just about legal protection; it’s about providing clarity and confidence to your donors and their professional advisors. Having these guidelines in place ensures that every gift ultimately serves your mission and prevents any misunderstandings down the road.

Consult Legal and Financial Experts

Planned giving can be complex, and you don’t have to be an expert in tax law or estate planning to run a program. However, you do need to have access to people who are. Planned giving often involves professional advisors who help donors balance their financial, family, and philanthropic goals. Building relationships with local estate planning attorneys, financial planners, and accountants is key. These professionals can not only provide guidance to your team but also become a source of referrals.

Consider asking a qualified professional to join your board or a planned giving advisory committee. They can help you review your gift acceptance policies and provide technical assistance when a donor comes to you with a complex gift. This expertise is invaluable for navigating the technical aspects of planned gifts and giving your donors confidence in your program.

Who Are Your Best Planned Giving Prospects?

You might think finding planned giving prospects requires a team of wealth-screening experts, but your best candidates are likely already in your community. These are the people who consistently show up for your cause, believe deeply in your mission, and have demonstrated their commitment over time. Identifying them is less about finding new people and more about recognizing the incredible loyalty that already exists within your network.

The key is to look for long-term engagement and passion. A planned gift is a significant, personal decision, and it’s a natural next step for supporters who already feel a strong connection to your work. Before you spend a dollar on external research, turn your attention inward. Your donor database, volunteer logs, and even your social media channels are full of clues that point to your most promising legacy donors. By focusing on these warm relationships, you can build a planned giving program that feels authentic and respectful.

Your Most Loyal Donors

Your most dedicated supporters are the first group to consider for planned giving. Take a look at your donor list for people who have supported your nonprofit for a long time or are very involved. These are your recurring givers, your multi-year donors, and the ones who always contribute to your year-end appeal. Their consistent financial support is a clear signal of their belief in your organization's long-term vision. A planned gift is simply an extension of the commitment they’ve already shown.

When reviewing your database, look beyond the size of their gifts. Pay attention to the frequency and duration of their support. Someone who has given $50 every year for a decade is just as invested as a major donor. These are the people who have made your mission a part of their lives, and they are often the most open to learning how they can create a lasting legacy. Building these donor relationships is the foundation of any successful planned giving effort.

Board Members, Staff, and Volunteers

The best people to ask for planned gifts are those already connected to your organization, like your board members, staff, and dedicated volunteers. These individuals are your ultimate insiders. They don’t just support your mission from afar; they live and breathe it. They’ve invested their time, talent, and energy into helping your organization succeed, giving them a unique perspective on its importance and future needs.

Approaching this group first serves two purposes. First, it honors their deep commitment by inviting them to become founding members of your legacy program. Second, their participation sends a powerful message to your wider community. When your own leadership and volunteers are the first to make a planned gift, it demonstrates a profound belief in the organization's staying power. This internal vote of confidence can inspire other supporters to consider making their own legacy commitments.

How to Identify and Segment Prospects

A common worry is that a planned giving ask might interfere with annual fundraising. However, data shows that planned gifts don't hurt regular donations. In fact, donors who make planned gifts often give more money each year and stay involved with the organization longer. With that in mind, you can confidently start identifying prospects. Begin by creating simple segments in your database based on engagement history. Look for supporters who have donated for five or more consecutive years, are recurring donors, or have a history of consistent volunteerism.

You can also find clues in your digital community. Who consistently likes, comments on, and shares your social media posts? These actions signal a high level of engagement and emotional investment. By using social direct messaging, you can start one-on-one conversations to nurture these relationships and understand what drives their support. This personal approach helps you build the trust needed to eventually introduce the idea of a legacy gift in a way that feels natural and meaningful.

How to Market Your Planned Giving Program

Once your program is set up, you need to let people know about it. Marketing a planned giving program is different from your typical fundraising campaign. It’s less about urgency and more about education, inspiration, and planting seeds for the future. Your goal is to make leaving a legacy gift feel like a natural and meaningful way for your most dedicated supporters to extend their impact. This requires a thoughtful, consistent approach that builds awareness over time.

A successful marketing strategy keeps planned giving visible without being pushy. It integrates the concept of legacy into your ongoing communications, ensuring supporters know this option exists when they are ready to consider it. From your website to your social media channels, every touchpoint is an opportunity to share the power of a planned gift. The following steps will help you build a marketing plan that nurtures long-term relationships and secures your organization's future.

Create Your Marketing Plan

Effective planned giving marketing is a marathon, not a sprint. Instead of a one-time campaign, you need an ongoing, multi-year plan that keeps the conversation going. Start by mapping out a calendar of activities that spans different channels, including email, social media, and mentions in your print materials. A great first step is to talk to your current loyal donors to understand what messages and stories resonate most with them.

Your plan should aim for a steady drumbeat of communication. For example, you could decide to send a dedicated planned giving email each quarter, post a donor story on social media every other month, and include a small note about legacy gifts in your regular newsletter. By creating a simple roadmap, you ensure that planned giving remains a consistent part of your fundraising narrative, making it a familiar and accessible option for your supporters.

Optimize Your Website for Legacy Gifts

Your website is often the first place a potential legacy donor will look for information, so make it easy for them to find. The most important step is to create a dedicated page for planned giving. You can call it “Legacy Giving,” “Plan Your Gift,” or something similar that reflects your organization’s voice. This page should clearly explain the different ways to give, focusing on the impact a donor can make.

Be sure to add a prominent link to this new page from your main donation page or a “Ways to Give” section in your site’s navigation. You want to make it incredibly simple for someone to move from thinking about a gift to learning how to make one. Include clear contact information for a designated staff member who can answer questions personally. This simple optimization makes your program accessible and shows you’re ready to have these important conversations.

Craft Compelling Messaging

When talking about planned giving, your message should focus on legacy and impact, not just financial transactions. People are inspired by the idea of making a difference that will outlive them, so your messaging should tap into that emotion. Develop a simple, core message that explains how a planned gift helps secure your organization's future and allows a donor to create a lasting legacy.

Use this message as a foundation for your website copy, emails, and social media posts. The best way to make it compelling is to share stories of what past legacy gifts have accomplished or what current legacy donors hope to achieve. Keep the language warm, simple, and inviting. Avoid jargon and complex legal terms. Your goal is to make the idea of planned giving feel personal, powerful, and deeply meaningful.

Connect with Prospects on Social Media

Social media is a fantastic place to introduce the idea of legacy giving in a soft, story-driven way. You can share posts that highlight your organization's long-term vision or feature the story of a founder or past donor who made a lasting impact. These posts can gently introduce the concept of planned giving and direct interested followers to the legacy page on your website.

Even better, social media gives you a way to identify and connect with your most engaged supporters. When someone consistently likes, comments on, or shares your content, they are signaling a deeper connection to your cause. This is a perfect opportunity to move the conversation to a private, one-on-one setting. Through direct messaging, you can thank them for their support and begin building a relationship that could one day lead to a legacy gift.

Keep Your Program Visible All Year

To make planned giving a real option for your donors, you have to talk about it more than once a year. Consistency is the key to normalizing legacy giving and keeping it top-of-mind. Weave mentions of your planned giving program into your communications throughout the year so it becomes a familiar and comfortable topic for your audience.

This doesn’t have to be complicated. You can add a simple sentence and a link at the bottom of your email newsletters, like “Want to make a lasting impact? Learn about leaving a gift in your will.” Feature a legacy donor’s story in your annual report or host a webinar on estate planning. By integrating these small touchpoints into your existing calendar, you create multiple opportunities for supporters to learn about planned giving on their own terms, whenever the time is right for them.

How to Nurture Planned Giving Donors

Once a supporter commits to a planned gift, your work isn’t over; it’s just beginning. Nurturing these donors is about building a genuine, long-term relationship that honors their incredible commitment. This isn’t just about sending a thank-you note and adding them to a list. It’s an ongoing conversation that shows them they are a valued partner in your mission’s future. Think of it as stewardship in its truest form: you are caring for the relationship as much as you will one day care for their gift.

The goal is to keep donors connected and confident in their decision. You want them to feel seen, appreciated, and informed about the impact their future gift will make. This process deepens their loyalty and reinforces their connection to your cause, ensuring they remain engaged for years to come. By personalizing your communication and creating a sense of community, you can celebrate these special supporters and show them how much their forward-thinking generosity means to your organization. It’s about making them feel like part of the family, because, in essence, they are.

Personalize Your Outreach

Generic, one-size-fits-all communication won’t work for donors who have made such a personal commitment. To build a strong relationship, your outreach needs to feel personal and thoughtful. Start with the basics: always use their name and reference their specific connection to your cause if you can. Acknowledging their long-term support or a past conversation shows you see them as an individual, not just a name in your database. Good communication is the foundation of any successful donor relationship, and personalization is key.

Consider the channels you use, too. While a formal letter has its place, a simple, heartfelt message can often have a greater impact. Using a tool for direct messaging on social media can help you send a quick, personal note that feels immediate and sincere. You could wish them a happy birthday or acknowledge the anniversary of their first gift. These small, thoughtful gestures go a long way in making a donor feel truly valued.

Create a Legacy Society to Show Appreciation

A legacy society is a wonderful way to formally recognize and celebrate donors who have included your nonprofit in their estate plans. It’s an exclusive group that gives these special supporters a sense of belonging and honors their forward-thinking generosity. Give your society a meaningful name, like the “Evergreen Circle” or “[Your Organization’s Name] Legacy Partners,” to create a distinct identity. The core idea is to build a community around a shared vision for your organization's future.

Membership in the society should come with unique benefits. This doesn’t have to be costly. You can offer perks like invitations to exclusive events, special recognition in your annual report (with their permission, of course), and insider newsletters with updates from your leadership. By creating this group, you not only show your appreciation but also provide a space for like-minded supporters to connect with each other and your mission on a deeper level.

Share Stories of Your Impact

Planned giving donors are investing in the long-term future of your organization. To keep them engaged, you need to consistently show them what that future looks like. Sharing stories of your impact is one of the most powerful ways to do this. While data and statistics are useful, it’s the human stories that truly resonate and remind donors why they chose to support you in the first place. These narratives help donors visualize how their gift will strengthen your mission for years to come.

Weave these stories into your newsletters, social media posts, and personal updates. Feature the people your organization serves, the volunteers on the ground, or a project that is thriving because of donor support. Good stewardship is all about showing donors the tangible results of their generosity. By sharing these powerful examples of your work, you reinforce their decision and help them see the lasting legacy they are building with their gift.

Host Exclusive Recognition Events

Events are a fantastic way to bring your legacy society members together and thank them in a personal, meaningful way. These gatherings don’t need to be expensive or elaborate galas. Often, the most effective events are intimate affairs that give donors special access and make them feel like true insiders. The goal is to create a memorable experience that strengthens their connection to your team and your mission.

Consider hosting a small luncheon with your executive director, a virtual coffee chat with a program leader, or a behind-the-scenes tour of your facilities. You could also invite them to a simple annual reception where you can publicly acknowledge their commitment. These exclusive events provide a valuable opportunity to thank your donors face-to-face, listen to their stories, and answer their questions. It’s another touchpoint that reinforces their importance to your organization and celebrates their incredible generosity.

How to Measure and Grow Your Program

Launching your planned giving program is a huge accomplishment, but the work doesn’t stop there. A planned giving program is a living, breathing part of your fundraising strategy that needs attention to thrive. Measuring your progress and intentionally finding ways to grow will ensure your program becomes a sustainable source of future revenue. This isn't about hitting daily or weekly numbers; it's about tracking the long-term health of your donor relationships and the steady growth of your legacy pipeline. By focusing on the right activities and metrics, you can build momentum and create a lasting impact.

Key Metrics to Track for Success

Measuring a planned giving program is different from tracking an annual campaign. Since you may not see the financial return for years, you need to focus on leading indicators that show your program is healthy and growing. Instead of just dollars raised, track metrics that reflect engagement and commitment.

Start by monitoring the number of inquiries you receive about planned giving, the number of new members in your legacy society, and the number of documented gift intentions. You should also keep an eye on web traffic to your planned giving pages and engagement with your legacy-focused content. A successful planned giving program is built on a strong foundation and consistent effort to connect with and retain donors. Tracking these metrics shows you’re building that foundation effectively.

Regularly Review Your Goals and Strategy

Your planned giving program shouldn't be a "set it and forget it" initiative. To keep it effective, you need to build in time to review your strategy and adapt. Set a recurring meeting, perhaps quarterly or twice a year, to look at your metrics and assess what’s working. Are you getting inquiries? Are people joining your legacy society?

This is your chance to be agile. As one expert notes, it's important to "regularly check what's being done, get rid of old practices, and update policies, procedures, and marketing." If your messaging isn't resonating or a certain marketing channel is falling flat, this is the time to pivot. Use the data you're tracking to make informed decisions that will help your program evolve and grow stronger over time.

Weave Planned Giving into All Fundraising

For your program to truly succeed, it can't operate in a silo. Planned giving should be a natural thread woven into the fabric of your entire fundraising strategy. This means making your marketing for legacy gifts an ongoing, integrated effort, not just a one-off campaign. Include a brief mention of planned giving in your regular newsletters, in your annual report, and in the footer of your emails.

A common concern is that promoting planned gifts will take away from annual donations. However, the opposite is often true. Research shows that donors who make planned gifts often increase their annual giving and stay more deeply involved with the organization. You can easily add a checkbox to your standard donation form that says, "I'm interested in learning more about including your organization in my will." It’s a simple, low-pressure way to identify prospects and normalize the conversation around legacy giving.

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Frequently Asked Questions

My biggest fear is that asking for a planned gift will hurt our annual fund. Is that true? This is such a common concern, but you can relax. The data actually shows the opposite happens. When you invite a supporter to leave a legacy gift, it deepens their connection to your mission. They often feel more invested and, as a result, tend to increase their annual giving. Think of it as a conversation that elevates a supporter to a true long-term partner, strengthening their commitment today while they plan for tomorrow.

Do I need to hire a dedicated staff person or have a big budget to start a planned giving program? Absolutely not. You can start a successful program with the resources you already have. The most important thing is to designate a single person to lead the effort, even if it’s just one part of their existing role. This could be your development director or even a passionate board member. Your initial focus should be on building relationships with your most loyal supporters, which costs very little but offers a huge return.

This all sounds great, but I'm overwhelmed. What is the single most important first step I should take? The best place to start is by getting your leadership team on board. Before you create any materials or talk to any donors, make sure your board and executive director understand and support the vision. Frame it as a long-term strategy for financial stability. Once you have their buy-in, your next step is to officially designate a program lead. These two actions create the foundation for everything else.

How long will it take to actually see money from a planned giving program? Planned giving is a long-term strategy, so it’s important to have realistic expectations. It can take years, or even decades, before a planned gift is realized. That’s why you shouldn’t measure success by dollars in the door at the beginning. Instead, track your progress through activity-based goals, like the number of prospects you identify, the number of conversations you have, and the number of new members who join your legacy society. These are the leading indicators of a healthy, growing program.

Is planned giving only for large, established organizations like universities and hospitals? Not at all. Planned giving is for any nonprofit, regardless of size, that has a loyal community of supporters and a vision for the future. Your best prospects are not necessarily your wealthiest donors, but your most committed ones. If you have people who have supported you consistently over the years, you have the perfect foundation for a planned giving program. It’s about giving your most dedicated followers a way to make their support last forever.