Exploring Legacy Giving
Legacy Giving, also known as Planned Giving, allows donors to make a lasting impact by including a charitable organisation in their will or estate plan. This type of giving helps nonprofits secure long-term financial sustainability, ensuring they can continue their work well into the future. Here’s how to effectively introduce and promote Legacy Giving within your organisation.
1️⃣ Educate and Inform Your Donors
Many donors are unaware that they can include a charitable gift in their will, or they assume it’s a complex process. Providing clear, accessible information is key.
Create a dedicated Legacy Giving webpage with simple, step-by-step guidance.
Host informational sessions (online or in-person) where legal experts break down the process.
Include Legacy Giving details in donor communications, such as newsletters, email campaigns, and brochures.
📌 Example: A conservation organisation could educate supporters on how a legacy gift can fund reforestation projects for decades to come.
2️⃣ Make the Process Simple and Accessible
Potential legacy donors may hesitate if the process seems complicated. Simplify it for them.
Provide easy-to-follow instructions on how to include your organisation in their will.
Offer a direct point of contact at your nonprofit for questions.
Share downloadable resources, such as a sample bequest language document for donors to bring to their lawyer.
📌 Tool Recommendation: FreeWill and Gathered Here (Australia) offer free online will-writing tools that can integrate with your organisation’s planned giving program.
3️⃣ Use Storytelling to Showcase the Impact
Donors want to know their contributions will make a difference. Personal stories can bring Legacy Giving to life.
Share real donor stories about why they chose to leave a legacy gift.
Highlight beneficiaries whose lives have been changed by past legacy donations.
Use videos and testimonials to make these stories more engaging.
📌 Example: “Sarah, a lifelong supporter of marine conservation, included a gift in her will to fund ocean clean-up projects. Thanks to her generosity, 10,000 kilos of plastic have been removed from our coastlines.”
4️⃣ Recognise and Celebrate Legacy Donors
Acknowledging and celebrating donors who commit to leaving a legacy gift fosters a deeper connection and encourages others to follow suit.
Create an exclusive Legacy Giving Society with special updates, recognition, and invitations to behind-the-scenes events.
Offer naming opportunities, such as scholarships, conservation programs, or community initiatives.
Send personalised thank-you messages and invite donors to site visits to see the long-term impact of their contributions.
📌 Example: A university might name a new research centre after a generous donor who supported student scholarships through their estate plan.
5️⃣ Integrate Legacy Giving into Existing Fundraising Efforts
Legacy Giving should be part of your broader donor engagement strategy, not a standalone effort.
Include a Legacy Giving checkbox in your standard donation form.
Train fundraising staff and volunteers to mention it in conversations with major donors.
Run email and direct mail campaigns targeting long-term supporters.
📌 Fact: Research shows that 76% of legacy gifts come from donors who have already given to an organisation multiple times, making long-term engagement crucial.
6️⃣ Create Matching and Incentive Programs
Encouraging donors to take action now rather than postponing their decision is essential.
Offer matching opportunities, where a donor’s legacy commitment unlocks an immediate contribution from a corporate sponsor or major donor.
Launch a challenge campaign where donors who pledge a legacy gift receive special recognition or exclusive updates.
Partner with financial advisors and estate planners who can introduce legacy giving to their clients.
📌 Example: “For every supporter who pledges a legacy gift this year, an anonymous donor will contribute $5,000 to fund environmental education programs.”
7️⃣ Maintain Engagement and Follow Up
Legacy Giving is a long-term commitment, so it’s important to nurture these relationships over time.
Send annual updates on how their future gift will contribute to the mission.
Offer estate planning workshops as a benefit for donors considering a planned gift.
Check in with personalised thank-you messages to keep donors engaged and appreciated.
📌 Pro Tip: A personalised follow-up email every year, reaffirming the donor’s impact, can help sustain their commitment and ensure they don’t reconsider their gift.
Key Takeaway:
Legacy Giving provides a powerful way for donors to leave a lasting impact while helping nonprofits secure financial stability. By educating your supporters, simplifying the process, and integrating it into your donor engagement strategies, you can encourage more supporters to include your organisation in their will—creating a ripple effect of impact for years to come.