Problem: Non-profits may miss out on long-term support if they don’t encourage legacy gifts.

Solution: Promote planned giving by inviting donors to include the organization in their wills, which provides lasting financial stability and keeps the mission strong for the future.

Many development professionals feel uncertain or even apprehensive about planned giving, but this crucial area of fundraising is straightforward, highly valuable, and manageable with the right approach. Embracing planned giving can significantly strengthen an organization’s long-term financial stability without requiring specialized expertise.

Tools:

• Why Planned Giving Matters
• Major Donor Potential: Planned giving often appeals to major donors who seek to make a lasting impact. These donors are prime candidates for planned gifts because they’ve already demonstrated a commitment to the organization and may be interested in extending their support through estate planning or other financial vehicles.
• Long-Term Stability: Planned gifts, especially through bequests, are transformative for an organization’s long-term financial health, offering consistent support that helps sustain mission-driven work well into the future.
• Understanding Planned Giving and Bequests
• Approximately 85-90% of all planned giving in the U.S. consists of simple bequests. Even a basic invitation to donors to include your organization in their wills can engage a substantial portion of planned giving prospects. This low-cost approach captures the largest share of the market while remaining accessible to organizations without dedicated planned giving staff.
• Crafting a Simple and Effective Planned Giving Piece
• Your organization should have one core planned giving brochure that is both informative and visually accessible:
• Format: A high-quality, four-page publication with sturdy paper and large print, catering to older audiences.
• Content Essentials:
• Bequest Language: Sample wording donors can use to include your organization in their wills.
• Fully 85%-90% of all planned giving in America today is plain old-fashioned bequests. If you do nothing but invite your donors to remember your organization in their will or estate plan, you are capturing 85%-90% of the market.
• Purpose and Impact: Stories or examples that illustrate how bequests have made a difference, emphasizing the enduring impact on your organization’s mission.
• Additional Options: Brief mentions of other planned giving types—trusts, remainder interests, etc.—to inform but not overwhelm.
• Contact Information: Clear instructions on how to learn more, with contact details for staff and a link to further online resources.
• Targeting the Right Prospects for Planned Giving
• Primary Audience: Current and lapsed donors, particularly long-term supporters and older donors, who often have a stronger connection to the organization and a desire to leave a legacy.
• High-Interest Indicators: Donors who inquire about leaving a legacy gift or have shown specific interest in estate planning information.
• Demographic Considerations: Older supporters without immediate heirs or children may be particularly receptive to planned giving, as these gifts offer a meaningful way to make an impact.