Most fundraising focuses on the present. You ask for a gift today to solve a problem that exists today. But what about tomorrow? How can you ensure that your non-profit’s important work will continue long into the future? The answer is planned giving. This is the process of a supporter arranging to make a large, significant gift to your organization at a future date, most often as part of their will or estate plan. It is also sometimes called “legacy giving.”

Planned gifts are different from the checks people write for your year-end campaign. They are often the largest and most meaningful gifts a person will ever make. They are a powerful statement of a donor’s deepest values and their desire to leave a lasting legacy. For a non-profit, a strong planned giving program can build a secure future. This guide will give you a simple introduction to this powerful type of fundraising. We will explain what it is, who your best prospects are, and how even the smallest non-profit can get started.

Why Planned Giving is a Game-Changer

Starting a planned giving program is one of the smartest things a non-profit can do. It is a long-term strategy, but the payoff can be huge.

It Secures Your Future

Planned gifts are often transformative. A single bequest can be large enough to fund a program for years or create an endowment that provides a steady source of income forever. This kind of long-term security allows you to focus on your mission with confidence, knowing you will have the resources to continue your work for generations to come.

It Deepens Donor Relationships

The conversation about a planned gift is one of the most meaningful conversations you can have with a supporter. It is a chance to talk about their life, their values, and the legacy they want to leave. This deepens their connection to your organization in a profound way. It is the ultimate form of donor engagement.

It is Accessible to Everyone

One of the biggest myths about planned giving is that it is only for the very wealthy. This is not true. Many of your most loyal, middle-class donors can make a significant planned gift from their assets (like their home or retirement account) that they could never afford to give from their regular income. It allows anyone who cares deeply about your mission to make a truly incredible impact.

The Simplest Planned Gift: A Bequest in a Will

There are many different types of planned gifts, some of which can be quite complex. But the vast majority of planned gifts—and the easiest one to start with—is a simple bequest in a will.

A bequest is just a gift that a person decides to leave to your organization in their will or living trust. It is very easy for a donor to do. They simply add a sentence or two to their will with the help of their lawyer. There are a few common types:

• A Specific Amount: “I give the sum of $25,000 to [Your Non-Profit’s Name].”
• A Percentage of the Estate: “I give 10% of my estate to [Your Non-Profit’s Name].” This is often a great option because the gift grows as their assets grow.
• A Residual Gift: “After all my debts are paid and my family has been provided for, I give the remainder of my estate to [Your Non-Profit’s Name].”

For a non-profit just starting out, focusing only on promoting simple bequests is a perfect way to begin your planned giving program.

Step 1: Get Your Board on Board

Before you can ask your supporters to consider a planned gift, your own leadership must be fully committed. Your planned giving program should start with your board of directors. A strong board is essential for any non-profit, as we discuss in our guide to board development.

The first step is to educate your board about the importance of planned giving. Then, ask each of them to consider including your organization in their own estate plans. When you can say that 100% of your board members have made a planned gift, it sends a powerful message to the rest of your community about the long-term importance of your mission.

Step 2: Create Your Simple Marketing Plan

You do not need a big, fancy marketing budget to start a planned giving program. The most important thing is to simply let your supporters know that this is an option. Many people do not even know they can support a charity in their will.

Step 3: Identify Your Best Prospects

Who is most likely to make a planned gift? The answer is simple: your most loyal supporters. The best indicator of a planned giving prospect is not wealth, but loyalty. Look for people in your donor database who have been giving to you for many years in a row, no matter the amount.

Someone who has given you $50 every year for 20 years is one of your best prospects. Their consistent support shows a deep, long-term commitment to your mission. These are the people who want to see your work continue even after they are gone. This is a key part of your major gift fundraising strategy.

Step 4: Start the Conversation

Talking about wills and estate plans can feel awkward. But it does not have to be. The key is to make it a conversation about legacy, not about death. You are not asking people for money now; you are inviting them to think about the impact they want to have on the world.

Step 5: Recognize and Thank Your Legacy Donors

When a donor tells you they have included your non-profit in their will, it is a very special moment. They are sharing a personal and important decision with you. It is critical to thank them and make them feel like a valued member of your family.

Create a “Legacy Society” to recognize these special donors. This is simply a name for the group of people who have made a planned gift. You do not need to spend a lot of money. The benefits of being a member can be simple, like:

• A special pin they can wear.
• An invitation to an annual thank-you event, like a simple lunch or coffee with your CEO.
• Their name listed in your annual report (with their permission).

The goal is to thank them now for a gift that will come in the future. This stewardship is key to making sure they keep your organization in their will over the years.

Planned giving is the ultimate expression of a donor’s belief in your mission. It is a promise to the future.

Conclusion: Planting Seeds for the Future

A planned giving program is one of the most important investments a non-profit can make in its own future. It is a long-term strategy, but it is built on simple, human connections. By starting with your most loyal supporters, making it easy for them to learn about leaving a legacy, and thanking them for their incredible commitment, you can plant the seeds that will grow to support your mission for generations to come. You do not need a big budget or a team of experts to get started. You just need a plan and a passion for ensuring your good work never ends.