A Legacy Society is a powerful way to recognize and steward donors who include your nonprofit in their estate plans. Whether you’re launching a new society or breathing life into an existing one, follow these steps to build a thriving program that secures your mission’s future.
Starting a planned giving program may seem like a big undertaking, but breaking it down into manageable steps makes it much more achievable. Here are ten steps to get started:
Nonprofits are constantly balancing the need for expert fundraising support with the realities of limited budgets.
Hiring a full-time development director or fundraising team can be expensive, and not every organization has the resources to do so. This is where fractional fundraisers come in—a flexible, cost-effective solution that makes strategic sense for many nonprofits.
Whether you call them giving circles, giving societies, or giving groups, these groups of consistent donors are committed to your organization. They show their commitment through giving, volunteering, and being ambassadors in your community.
When it comes to charitable giving, the terms “legacy giving” and “planned giving” are often used interchangeably. And here’s the spoiler: they mean the same thing! Both refer to gifts donors arrange during their lifetime that are typically realized after they pass away. Whether through a bequest in a will, a beneficiary designation on a retirement account, etc. these gifts allow supporters to leave a lasting impact on the causes they care about—often in ways they never could during their lifetime.
In the 1960s, there was a candy called “Now & Later.” It was a fruit-flavored hard chewy candy whose tagline was “Enjoy some now and save some for later.” For nonprofit fundraising leaders, there’s a lesson to be learned from this unique confection. Creating a well-executed planned giving program is one of the most impactful ways to ensure long-term sustainability and growth. While many donors care deeply about your mission, they may not be aware of the various ways they can leave a lasting legacy now and after they pass! By integrating the right tools and communication strategies, you can help supporters make meaningful planned gifts now and later!
Great nonprofit leaders understand that true impact isn’t just about meeting today’s needs—it’s about securing the future. While annual campaigns and major gifts are essential for keeping the lights on, organizations that thrive for generations don’t just focus on immediate fundraising. They invest in tomorrow by implementing, reviving, and doubling down on their planned giving programs. Legacy gifts create a foundation of long-term financial stability, ensuring that missions continue well beyond the present moment.
We send out direct mail a few times a year. Our donor base responded well to direct mail. They enjoyed writing checks! On every direct mail form, there was a checkbox for them to let us know that we were in their estate plans.
Work smarter, not harder, and develop a model to guide you through the process of finding the likely planned giving donors (or prospects). Using that model you expend resources and time more effectively to find those donors who can make an impact on your organization through a planned gift.
Planned giving is more than a financial strategy—it’s a cornerstone of long-term sustainability for nonprofits. Over $84 trillion is expected to transfer between generations by 2045, with $12 trillion earmarked for charitable causes. Yet, only 5.3% of U.S. households currently include a charitable gift in their estate plan, leaving an enormous opportunity for nonprofits to secure transformational gifts that can support their mission for decades.
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