5 Tips for Building a Thriving Planned Giving Program

This is a guest blog by Patrick Schmitt.

What if you could secure your nonprofit’s future with gifts you haven’t even received yet? For many organizations, planned (or legacy) gifts are the largest, most transformative donations they ever receive. Planned gifts are made through a donor’s will, trust, or other long-term financial plans. While they may sound complex, most are incredibly simple!

Too often, legacy gifts are left on the table simply because nonprofits and donors are unaware or don’t understand their full value. With the right tools and a smart marketing plan, you can start the conversation, simplify legacy gift commitments, and build a planned giving program that encourages strong donor relationships and long-term financial stability.

Determine what types of gifts you’ll accept.

Before asking for planned gifts, your board should approve a gift acceptance policy that outlines the kinds of planned gifts your organization is prepared to receive. When starting out, it’s typically best to focus on the simplest and most common gifts:

• Bequests are made through a donor’s will or trust. These gifts account for approximately 8% of all charitable giving, representing the most popular type of planned gift.

• Beneficiary designations are when a donor names your nonprofit as a partial or full beneficiary of a life insurance policy or a retirement account, like an IRA or 401(k).

Your policy can include other planned gifts, like charitable gift annuities or charitable remainder trusts. The right technology can streamline your ability to collect any type of planned gift, giving you the flexibility to choose the ones that your donors are most interested in.

At this stage, it’s also a good opportunity to educate your team about these various legacy gifts, including what they are, how they work, and their associated benefits. The goal isn't to be an expert on everything, but to be well-versed in the gifts you will accept. This provides your team with the confidence to have informed conversations with donors.

Don’t overlook consistent smaller gift donors.

One of the most appealing aspects of planned giving is that donors don’t have to be incredibly wealthy to make an impact. That’s why the ideal planned giving donor may not always be your largest one. When looking for your first prospects, don't just sort your database by “largest gift amount.” Sort it by “consecutive years of giving.” 

Loyalty is one of the top predictors of a planned gift.

A donor who has given $25 every year for the last 20 years has demonstrated a profound, long-term commitment to your mission. This deep-seated belief in your work is the very heart of a legacy gift. These donors often don't consider themselves "major donors," so they may be deeply moved when you approach them to talk about their long-term impact.

Market your planned giving program.

You can’t expect planned gifts to roll in when your donors are unaware that your organization has the structure in place to accept them. Beyond reaching out directly to supporters, here’s how you can market your program and inspire donors:

Creating your “home base:” A legacy giving microsite.

Your first step is to create a clear and inviting “home base” for all legacy giving information. This can be a single dedicated page on your website or a small “microsite” with a few pages. Include the following information:

• A “why” statement: Make a compelling case for why a legacy gift matters to your mission and how it can benefit your donors (e.g., tax advantages, the ability to make a lasting impact, etc.)

• The types of gifts your nonprofit accepts: Explain the most common ways to give in non-technical language. You might have one page that lists all types of gifts and links to individual landing pages for more information on specific options.

• Planned giving tools: Provide technology for donors to make a legacy gift commitment, such as a will creation tool.

• Donor stories: Highlight personal testimonials from donors who have already made a legacy commitment, highlighting why they gave and outlining how simple the process was (more on this later).

• Information about your legacy society: Introduce your formal recognition group. Include its name, logo, and the benefits that legacy donors receive.

• Contact information: Include a name and phone number for someone donors can contact with questions.

For an example of how this can all come together, check out The Humane Society of the Pikes Peak Region’s planned giving site. It explains common types of gifts, features quotes from legacy donors, answers common questions, and makes it easy to get started with integrated tools. Not to mention, it’s fully branded to their mission with heart-warming photos of animals in their care.

Promoting your program everywhere else.

Once your planned giving page or microsite is live, drive traffic to it through the communication channels you already use. Here are some great ways to promote your microsite and program in general:

• Link to the page or microsite prominently in your main website’s navigation.

• Share short, powerful donor video testimonials on social media.

• Add a link to your legacy giving page in staff email signatures.

• Dedicate a section of your newsletter to highlighting planned gifts.

• Add a simple checkbox to your main donation form that says, “I am interested in learning more about leaving a legacy gift.”

• Include stories and metrics related to planned giving in your annual report.

The goal of consistent marketing is to normalize the idea of legacy giving. By integrating it into all your communications, you make it a visible and familiar option for your loyal supporters.

Share success stories to inspire planned gifts.

When it comes to legacy giving, real stories are what tap into donors’ motivations. Encourage your planned gift donors to share testimonials that explain why your organization's mission resonates with them.

A story from a donor who has already pledged a planned gift is the gold standard. Their personal "why" will inspire others to consider their own legacy.

Ideally, their story should include the type of commitment they made (e.g., “a gift in their will”), their name and photo (with permission), and a direct quote that speaks to their personal "why." Mentioning their long-term connection to your cause, the future impact they intend to make, or how simple they found the process can be very powerful.

When ready, you can share these donor stories on your website, in social media posts, and in your newsletters. Getting Attention’s nonprofit copywriting guide suggests ending your stories with a call to action to inspire viewers just after they’ve finished reading. For example, you might ask viewers to explore your bequest explainer page or reach out to your planned giving officer for a no-obligation chat.

Show appreciation for legacy donors.

Making your donors feel appreciated is vital to your organization's success. But how do you thank someone for a gift you may not receive for several years?

The answer is to create a legacy society. A legacy society is a recognition group for donors who have included your organization in their long-term plans. It provides a formal way to thank them now for their future commitment.

FreeWill’s planned giving program guide suggests getting started by choosing a name. It can be as simple as “[Organization Name] Legacy Society.” Alternatively, get creative by referencing your mission or a historical figure. For example, the American Foundation for Suicide Prevention calls theirs “Legacy of Hope Society.”

After choosing a name, decide on benefits, like an exclusive newsletter, regular coffee meetups, special recognition in your annual report (with permission), or invitations to an annual "insider's update" event.

Beyond your legacy society, allot time each week to call donors and thank them for their most recent contributions. Handwritten cards are also an excellent, personalized way to show appreciation, because they demonstrate your organization's dedication to cultivating relationships.

Start future-proofing your organization with planned giving.

Building a planned giving program starts with a simple policy and a willingness to have heartfelt conversations with your most loyal supporters. By focusing on marketing, simplifying the process, and showing genuine appreciation, you can unlock transformative gifts that will secure your mission for decades. Start small, start today, and build a lasting legacy for your organization.

In the meantime, keep an eye out for Nonprofit Learning Lab’s expert-led courses and the latest best practices to stay on track with your planned giving program.