5 Key Election Year Strategies Your Nonprofit Can Use to Promote Planned Giving


Election years bring a unique set of challenges and opportunities for nonprofits. The political climate can significantly impact donor behavior, influencing how and when people give. With heightened attention on political campaigns and causes, nonprofits must navigate a crowded fundraising landscape to maintain and grow their donor base. In this context, planned giving becomes an essential strategy for ensuring long-term financial stability and sustaining mission-driven work. LifeLegacy provides valuable digital estate planning and marketing tools to help you accomplish these goals.

Here are 5 strategies you can deploy now to ensure a steady flow of planned gifts in 2024:

Highlight the Long-Term Impact

Emphasize the enduring impact of planned gifts. By showcasing stories of how legacy gifts have transformed your organization and its beneficiaries, you can inspire donors to think about their own legacy. Highlighting the benefits of stability and future growth that planned giving provides can resonate with current supporters.

Communicate the Unique Value of Planned Giving

Clear and consistent communication about the benefits of planned giving is essential. You can provide specific information for your donors on the different types of planned gifts, such as bequests in wills, charitable gift annuities, beneficiary designations from life insurance and investment accounts and trusts. Providing information on how these gifts work and their tax advantages can help donors understand the value of planned giving during an election year. LifeLegacy has a comprehensive library of marketing and communication tools, including sample social posts, emails, letters and other tools to help you engage with donors.

Personalize the Outreach

Tailored outreach can make a significant difference in engaging potential planned givers. Personalized communications that reflect the donor’s history with your organization and their philanthropic goals can foster a sense of connection and commitment. Using data to segment donors and create targeted campaigns can enhance the effectiveness of planned giving appeals. For instance, you can highlight the fact that donor Diane has been a three year supporter, committing $50 per month, then remind her that she has the opportunity to leave a lasting legacy using some of the giving tools highlighted above.

Leverage Digital Tools

In an increasingly digital world, leveraging online platforms and tools like LifeLegacy’s branded digital estate planning suite can amplify planned giving efforts. Also, virtual seminars, webinars, and informational videos about planned giving can reach a wider audience and provide valuable education to potential donors. Maintaining an updated and informative planned giving section on the nonprofit’s website can serve as a resource for donors seeking more information. LifeLegacy can assist in this regard as well, through our partnership with plannedgiving.com.

Collaborate with Financial Advisors and Estate Planners

Building relationships with financial advisors and estate planners can be a strategic move for your organization to promote planned giving. These professionals can serve as advocates for your nonprofit, encouraging their clients to consider including your organization in their estate plans. Providing advisors with the necessary tools and information to discuss planned giving with their clients can facilitate these conversations.

Next Steps

Planned giving is a vital component of nonprofit fundraising, particularly during an election year. By providing stability, engaging donors in legacy planning, and mitigating donor fatigue, planned giving helps nonprofits navigate the challenges posed by the political climate. 

LifeLegacy works with scores of nonprofits to assist with their planned giving efforts. Our white-labeled estate planning tools allow you to help the 70% of donors who do not have an updated last will & testament, and prompts them to consider a gift to your organization.

Picture of Author: Craig Simms

Author: Craig Simms

Head of Partnerships


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