By: Angie Hartley
Senior Consultant
August is National Make-A-Will Month, a time when millions of Americans are encouraged to think about the legacy they want to leave for their families and the causes they care about.
For nonprofits, it’s also an important reminder: if you’re not talking about planned giving, you’re likely missing one of the greatest opportunities to build long-term sustainability.
The truth is, planned giving isn’t a fundraising strategy that should only happen in August. It should be part of your organization’s culture year-round.
Planned Giving Is About More Than Future Gifts
When people hear “planned giving,” they often think of complicated trusts, tax strategies, or gifts reserved for the wealthiest donors.
In reality, many planned gifts are incredibly simple. The most common is a charitable bequest — a donor including an organization in their will.
More importantly, planned giving is about giving your most loyal supporters the opportunity to make a lasting impact. Many donors who have faithfully supported an organization for years never realize they can continue supporting that mission beyond their lifetime simply because no one asked.
If you don’t tell your donors how they can leave a legacy, they may never consider it.
Every Nonprofit Can Have a Planned Giving Program
One of the biggest myths in fundraising is that planned giving is only for large organizations with dedicated staff, legal teams, and multimillion-dollar endowments.
That couldn’t be further from the truth.
Whether your organization has a $250,000 budget or a $25 million budget, planned giving starts the same way: by being prepared to have the conversation.
You don’t need an attorney on staff. You don’t need complex marketing materials. You don’t need to launch a formal legacy society before you’re ready.
You simply need to make it clear that your organization welcomes planned gifts and provide supporters with the information they need to take the next step.
Make Planned Giving Part of Your Year-Round Strategy
National Make-A-Will Month is a great opportunity to raise awareness, but legacy giving shouldn’t be treated as a once-a-year campaign.
Instead, weave planned giving naturally into your communications throughout the year:
- Mention it on your website
- Include a reminder in your newsletters
- Add a sentence to your annual appeal acknowledgments
- Share stories of donors who have created a lasting legacy
- Train staff and board members to recognize opportunities for conversation
These small, consistent touchpoints normalize planned giving and help supporters understand that legacy gifts are an important part of your organization’s future.
Start Simple
The good news is that getting started doesn’t have to be overwhelming.
With a few foundational tools in place, your organization can confidently answer donor questions, document donor intentions, and begin having meaningful conversations about legacy giving.
That’s exactly why we created Planned Giving for Beginners: A Simple Guide for Getting Started. Rather than overwhelming organizations with technical information, this resource focuses on the practical building blocks every nonprofit needs to begin welcoming planned gifts with confidence.
