Planned giving is no longer a niche fundraising tactic. It has quietly become one of the most reliable, high-ROI revenue streams available to nonprofits today. And while major gifts and annual appeals often steal the spotlight, the data shows that planned gifts consistently deliver transformational impact.
If your organization is preparing for long-term sustainability, building or expanding your planned giving program is one of the most important steps you can take this year. Here is why.
1. Planned gifts are the most stable source of charitable revenue
Decades of IRS estate tax data show that charitable bequests remain remarkably consistent year after year, regardless of economic swings. Even during recessions, planned gifts continued to flow because they come from long-established estate plans rather than current income.
This long-term reliability makes planned giving one of the most recession-resilient fundraising channels available to nonprofits.
2. Donors who leave planned gifts share clear, predictable traits
The most comprehensive research in the field, including Dr. Russell James’s analysis of 360 years of U.S. charitable bequest behavior, confirms that the strongest predictors of planned giving include:
• age (older donors)
• wealth (even moderate wealth)
• childlessness
• consistent lifetime giving patterns
These demographic realities appear across centuries. They were true in early colonial probate data, and they remain true today. This means nonprofits do not have to guess which donors are most likely to leave legacy gifts. The profile is clear.
Source: Dr. Russell James, Data From 360 Years of U.S. Charitable Bequests, EncourageGenerosity.com.
3. Planned giving programs outperform their size
On average, bequest gifts are 200 to 300 times larger than a donor’s typical annual gift. Even a modest planned giving program can unlock six- and seven-figure commitments from donors who may not appear on a traditional major gift radar.
This is why many nonprofits report that a small stream of legacy gifts frequently outperforms entire fundraising campaigns.
4. Donors are actively looking for simple ways to give
Today’s donors expect digital ease in every part of their lives. Planned giving is no exception. Online wills, QCD tools, beneficiary designation guides, and digital stewardship experiences remove traditional barriers to entry.
A donor who might hesitate to schedule an attorney meeting is far more likely to complete a legacy gift when the process is accessible, guided, and nonprofit-centered.
5. Starting a planned giving program is easier than ever
A successful program used to require estate attorneys, expensive printed brochures, and years of staff training. Not anymore.
Modern planned giving platforms allow nonprofits to:
• offer donors legally valid wills and giving tools online
• track legacy intentions
• communicate with donors using ready-made templates
• integrate giving data directly into their CRM
• launch in days rather than months
This levels the playing field for small and mid-sized nonprofits that previously lacked the resources to compete for planned gifts.
LifeLegacy’s Giving Suite is one example of how nonprofits can unlock millions in planned gifts with a turnkey, donor-friendly experience designed specifically for mission-driven organizations.
6. The next decade will define which nonprofits thrive
We are entering the largest generational wealth transfer in American history. The nonprofits that invest in planned giving infrastructure now will benefit for decades to come. Those who delay will miss out on gifts that their donors intended to leave but never formalized.
Planned giving is not simply a fundraising tactic. It is a long-term sustainability strategy.
