In a sector often driven by quarterly fundraising goals, immediate needs, and the urgency of now, legacy giving can feel like a luxury. Something to get around to when everything else is done. Maybe next year. Maybe during “National Make a Will Month.” Maybe when there’s room in the budget for FreeWill or a glossy brochure.
But as recent insights from Maximizing Legacy Giving at a Time of Change by Tracy Malloy-Curtis highlight, that mindset is no longer sustainable. Legacy giving isn’t optional. It’s essential. And it’s not about big marketing budgets. It’s about making it consistently clear to your supporters that they can leave a legacy — and that their values can live on through your mission.
Legacy Giving in a Time of Uncertainty
We’re in a unique moment. Financial turbulence, demographic shifts, and changes in wealth transfer patterns have created both challenges and opportunities. According to the article, while giving from everyday donors has declined in recent years, legacy giving remains resilient. Why? Because it’s not reactive — it’s reflective. It taps into something deeper: a donor’s values, identity, and desire for lasting impact.
Now is the time to invest in legacy giving. Not with more budget, but with more intention.
It’s Not About FreeWill
Let’s be clear: tools like FreeWill and “Make a Will Month” campaigns can be helpful. But they’re not strategies. They’re tactics. And tactics without strategy — without a genuine commitment to building relationships and embedding legacy giving in your culture — will always fall short.
Planned giving marketing works best when it’s woven into your everyday communication.
As I’ve demonstrated again and again on this site, legacy stories work best when they’re simply part of the conversation.
Like the beautiful storytelling highlighted from St. Jude’s, or the subtle, heartfelt legacy mentions in donor letters and emails, the best planned giving messages aren’t splashy. They’re sincere. They feel like an invitation, not a sales pitch.
Consistency Over Complexity
The cold, hard truth, as Steven Shattuck pointed out in this MotivateMonday episode, is that most nonprofits treat planned giving as an afterthought. It’s often shuffled off to the end of the newsletter or siloed into a special annual mailing (if that).
But legacy giving doesn’t need to be complicated. It just needs to be consistent.
Have you told your donors — even (especially!) your most loyal $25 donors — that they can include your nonprofit in their will? Have you shown them what that looks like? Have you told stories of people who have already done it?
Consider the humble power of a simple legacy-focused mailing piece or a quiet “why I included you in my will” donor profile. These small touches, repeated and reinforced over time, do more to build a sustainable legacy program than any “planned giving month” ever will.
Make It Personal, Make It Real
Legacy giving isn’t about money. It’s about meaning.
It’s about the donor who grew up attending your theater, who wants future generations to experience the same joy. Or the retired teacher who sees your literacy program as an extension of their life’s work. Or the grateful patient who quietly adds your hospital foundation to their estate plans. Not for recognition, but because your care meant something profound.
And those stories? They’re gold.
If you’re not already sharing real donor stories, like the kind I’ve featured here and here, you’re missing the most powerful marketing tool you have: lived experience. Shared values. Emotional connection.
A Quiet Revolution Starts Now
Generally, legacy giving doesn’t happen in a moment. It’s built over time. Through trust. Through consistency. Through the small, everyday signals that tell a donor: “You matter. And your impact can live on.”
As Tracy’s Legacy Impact article notes, successful nonprofits don’t wait for a campaign to promote legacy giving. They make it part of their culture. Part of their voice. Part of their story.
So here’s your call to action:
- Tell your supporters — especially the most loyal ones — that they can make a legacy gift.
- Keep telling them. Not just in August. Not just in a footer. But through stories, conversations, and genuine connection.
- Celebrate the donors who’ve already stepped forward. And let others see themselves in those stories.
- And, if you’re thinking, “This sounds great… but we just don’t have the time,” we’ve got you covered. Our Fractional Fundraising program brings in seasoned fundraising pros to run your planned giving, donor comms, appeals, stewardship, and more—without hiring full-time staff.✨ Legacy giving is too important to put off. Let us help you do it right— and do it now.
You don’t need a new marketing budget to start. You need to make a commitment.
Legacy giving isn’t a trend. It’s a timeless act of generosity, and one of your most powerful sources of long-term sustainability.
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