Five Ways to Encourage Legacy Giving
Explore simple ways to start conversations about estate planning and lasting community impact.
By Tod Herskovitz, Nonprofit Strategies Manager
When people hear the term "estate planning," they often think about writing a will. While a will is an important part of the process, it is only one piece of a broader plan that helps ensure a person's values, priorities and wishes are reflected in the future. Estate planning provides an opportunity to think holistically about how these assets can support the people and causes that matter most.
Many assets, including retirement accounts, life insurance policies, bank and investment accounts, and real estate may transfer outside a will through beneficiary designations, joint ownership or trusts.
For nonprofits, conversations about estate planning create meaningful opportunities to connect donors' lasting values with your organization's mission. Legacy gifts can help sustain important work for generations, allowing supporters to extend the impact of their generosity far into the future.
The good news is that you don’t need a formal planned giving program or dedicated staff to begin these conversations.
Simple, thoughtful communications can help donors understand the many ways they can create a lasting legacy while supporting the causes they care about. Keep the focus on impact rather than technical details. Help donors imagine the difference their future planned gift could make and encourage them to work with their professional advisors to determine the approach that best fits their goals and circumstances.
Here are five ways to encourage legacy giving:
1. Introduce the Idea of Legacy Giving
Many donors may not realize they can support your organization through their estate plans. Consider sharing a brief article, email, social media post or newsletter feature that highlights how planned gifts can be made through a will, trust, retirement account, life insurance policy or other beneficiary-designated assets.
You do not need to explain every option in detail; just let supporters know that legacy gifts are welcome and can help advance your mission for years to come.
2. Make Information Easy to Find
Take a fresh look at your website through the eyes of a donor. Is there a clear, easy-to-find page that explains how supporters can engage in planned giving?
If not, consider creating one. Include basic information about legacy giving, your organization's contact information and resources that can help donors and their advisors start a conversation.
3. Share Stories of Lasting Impact
Legacy giving is ultimately about people and purpose. Consider sharing stories that help donors envision the long-term impact of their generosity.
How might a future planned gift help expand opportunities, strengthen a community, preserve important services or support the next generation? Connecting mission to impact can be one of the most powerful ways to inspire action.
4. Invite Donors to Share Their Plans
Some of your most dedicated supporters may have already included your organization in their estate plans without letting you know, so create a simple way for them to share their intentions.
Consider including messaging such as, "If you have included our organization in your estate plans, we would be honored to learn about your gift so we can express our gratitude and better understand your wishes."
This can open the door to meaningful conversations and donor recognition opportunities.
5. Make Legacy Giving Part of the Conversation
Legacy giving should only be part of your campaign. Look for opportunities throughout the year to mention it along with other ways donors support your mission.
One communication might focus on the importance of having an estate plan, while another could highlight beneficiary designations. A donor story might also showcase the lasting impact of a legacy gift.
The goal is for these messages to make planned giving a natural and familiar part of your organization's philanthropic conversation.
You Do Not Have to Be an Expert to Start the Conversation
Nonprofit professionals are not expected to provide legal, tax or financial advice. Your role is simply to open the door to the conversation and help donors understand the possibilities.
As questions arise, the Saint Paul & Minnesota Foundation can be a trusted partner. We are available to provide guidance, explore charitable giving options and help you incorporate legacy giving into your donor communications in ways that feel authentic and mission-focused.
Together, we can help donors create a lasting impact for the communities and causes they care about most.
We're honored to work alongside your nonprofit as a partner and resource.
About the Author
Tod Herskovitz, Nonprofit Strategies Manager, joined the Saint Paul & Minnesota Foundation in 2022.
The Saint Paul & Minnesota Foundation does not provide tax, legal or accounting advice. Please consult your own tax, legal and accounting advisors regarding your individual situation before engaging in any transaction.
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