If your nonprofit is looking for its next reliable growth engine, here is a surprising truth from nearly four centuries of data. Planned giving has been one of the most consistent, predictable, and mission-transforming revenue streams in philanthropic history. And thanks to the work of Dr. Russell James, whose 380-year analysis of American charitable bequest behavior remains the most comprehensive in the field, we can finally see the patterns clearly.
Spoiler. They all point to one thing. Planned giving is not emerging. It is enduring.
So let’s explore what four centuries of donor history can teach us.
1. Planned giving has been stable for over 380 years
From the first recorded wills in Manhattan in 1638 to modern IRS estate data, charitable bequests have appeared year after year, generation after generation. Among the earliest 1,656 Manhattan wills (1638–1755), 5.7 percent included charitable gifts, and most came from childless donors who viewed philanthropy as part of their legacy .
That same core donor profile continues today. Age, wealth, and childlessness remain the strongest predictors of charitable bequests across every century of data.
2. The most charitable donors are hiding in plain sight
Across eras, the highest likelihood of leaving a charitable bequest comes from individuals who:
• are older
• have no surviving spouse or children
• have moderate to significant wealth
In a study of 5,688 San Francisco probate files, charitable decedents were older, wealthier, less likely to be married, and more likely to have religious affiliation than non-charitable decedents .
This means planned giving success is not about convincing everyone to leave a gift. It is about finding and stewarding the right donors already predisposed to give.
3. Bequest revenue is concentrated among a small group of donors
Even though only a small percentage of Americans leave charitable bequests, those who do account for the majority of national bequest dollars. In 2017, fewer than 0.5 percent of estates filed federal tax returns, yet those estates represented 59 percent of all charitable bequest dollars nationwide .
This is why planned giving programs punch above their weight. A handful of legacy gifts can change the long term trajectory of an organization.
4. The data confirms that planned giving is not “nice to have.” It is an essential strategy.
Dr. James’s research shows that the patterns of charitable bequest behavior are remarkably consistent across time. The donors who leave planned gifts today look almost identical to the donors who left gifts two centuries ago. Donor psychology has not changed. Demographics have not changed. What has changed is the opportunity for nonprofits to meet donors where they are through modern tools.
That is where LifeLegacy comes in.
With hundreds of nonprofit partners and millions of dollars in planned gifts created for missions across the country, LifeLegacy’s Giving Suite makes it simple for donors to take meaningful action. By combining donor friendly online wills, QCD tools, beneficiary tools, and gift intention tracking in one platform, nonprofits finally have a turnkey, accessible way to activate the same donor behaviors that have driven bequests for centuries.
Planned giving is not a trend. It is history repeating itself in your favor.
This is the year to prioritize it.
Cited Research: Dr. Russell James, Data From 360 Years of U.S. Charitable Bequests. Available at: https://www.encouragegenerosity.com/
