Planned giving can be one of the most powerful drivers of long-term nonprofit sustainability. Bequests and other legacy gifts are often the largest contributions an organization will ever receive. They deepen donor loyalty, stabilize future revenue, and connect supporters’ personal legacies to mission impact.
At the same time, we are experiencing the largest intergenerational wealth transfer in history. Donors are updating wills, making estate planning decisions, and planning the distribution of assets right now. Nonprofits that are not present in those conversations risk being left behind.
So why don’t more nonprofits have thriving planned giving programs?
One answer is bandwidth.
Most nonprofits operate with lean development teams already stretched across annual giving, events, grants, major gifts, donor communications, CRM management, and reporting. Planned giving requires specialized knowledge, consistent donor education, long-term cultivation, and legally sensitive processes. Few organizations have dedicated staff for planned giving. Asking existing teams to “add it on” often leads to stalled initiatives.
Even when nonprofits adopt tech-forward tools (like online planned giving/estate planning platforms), many encounter another challenge: technology alone doesn’t drive results.
Without sustained marketing, donor messaging, and outreach, planned giving links sit quietly on websites — underused and invisible to most supporters.
Modern planned giving success depends on three key elements:
- Simple, intuitive digital tools
Donors expect simple, online ways to create wills and explore giving options. Digital-first engagement is now essential. - Nonprofit-specific expertise
Planned giving is not a generic consumer product. Effective solutions must align with advancement workflows, stewardship practices, and donor relationship strategies. - Ongoing marketing and communications support
Consistent outreach, campaign planning, and donor education are what transform tools into documented legacy gifts.
Just as importantly, nonprofits should seek partners who act as collaborators, not just software vendors — providing structure, guidance, and content that compensate for internal staffing limitations.
Planned giving is no longer a future initiative. It is a present-day opportunity hidden within your donor base.
The LifeLegacy Difference
LifeLegacy combines a modern digital planned giving platform, The Giving Suite, with comprehensive marketing playbooks, curated content calendars, and a hands-on nonprofit partnership. We don’t just provide estate-planning tools — we help organizations turn donor intent into documented, mission-changing legacy gifts.
If your team wants to launch or modernize planned giving without adding staff or complexity, we’d love to talk.
