If you need a single, compelling reason to prioritize planned giving this year, here it is: around 46 billion dollars flows to charities every year through bequests. In fact, the latest Giving USA numbers show that bequests in 2024 totaled about $45.84 billion—roughly 8% of all U.S. charitable giving for the year. That’s not a rounding error; it’s a transformative funding stream your mission can’t afford to ignore.
Zooming out, Americans gave an estimated $592.5 billion to charity in 2024, up 6.3% in current dollars (3.3% after inflation). The strong stock market and broader economy helped, but the most important takeaway for nonprofit leaders is this: a healthy slice of giving reliably arrives through legacy gifts—even when other revenue lines wobble. Planned gifts deliver stability and scale.
Why planned giving belongs at the center of your fundraising strategy
1) It’s major-gifts math—at scale.
Planned gifts are often many times larger than a donor’s typical annual gift, because they’re anchored in assets rather than cash flow. Even a modest percentage bequest in a will can translate into a six-figure gift for your organization. This is real money that compounds over time when you build a planned gifts pipeline.
2) It diversifies revenue and smooths volatility.
Bequests are famously “lumpy”—some years bring outsized estate gifts—yet at the portfolio level, they provide steadier, mission-sustaining revenue across quarterly cycles. Individual donors (current gifts) still lead the way, of course, but bequests add a powerful hedge against short-term downturns.
3) The timing couldn’t be better.
The intergenerational wealth shift is here, and more people are, or are seeking to create or update their estate plans. Easy-to-use digital tools and growing values-based planning are increasing the prevalence of charitable bequests—particularly among younger, first-time will-makers and older demographics who are updating dated documents. Each wants their legacy to reflect their ideals.
What an active planned giving program looks like in 2025
Make it visible.
If planned giving isn’t on your website’s primary navigation and part of your donor communications at least every quarter, it’s invisible. Promote clear options: a percentage bequest in a will, beneficiary designations for retirement accounts and life insurance, and simple language donors can understand and potentially take to their advisors.
Treat it like a program, not a page.
A modern program has goals, a pipeline, and board buy-in. Track inquiries, intent signals, and confirmed expectancies. Educate staff and board on how to open legacy conversations. Frame it as an impact that lasts, not as “end-of-life giving.”
Measure what matters.
Because most planned gifts arrive in the future, measure leading indicators now: gift pledges, website visits to legacy pages, downloads of bequest language, opened emails on estate topics, advisor referrals, and the number/estimated value of expectancies. Over time, report on realized gifts and how they stabilize budgets and unlock multi-year planning.
Partner with a specialist
Yes, you can technically DIY a planned giving page—but a high-functioning program requires well-designed donor journeys, compliant language, a marketing plan with prepopulated communications, stewardship workflows, and smooth collaboration with advisors. Partnering with a purpose-built expert (like LifeLegacy!) helps you:
- Lower friction for donors.
- Standardize language and process.
- Capture intent signals.
- Scale with limited staff.
- Facilitate, organize and steward more gifts.
The case for expert support gets stronger when you consider the numbers: with $46 billion in bequests given in 2024, even a few additional planned gifts realized per quarter can materially impact your long-term financial resilience.
Your next three moves
- Engage an experienced, purpose-built partner. Ask LifeLegacy to assess your current program and to make recommendations for launching (or relaunching) your program.
- Integrate planned giving into your overall giving plan and platform.
- Measure success, adjust strategy and implementation.
The bottom line: with tens of billions flowing through planned gifts every year—the question isn’t whether your nonprofit can afford to invest in planned giving. It’s whether you can afford not to.
