Planned Giving Marketing

Bequests are quietly transforming nonprofit fundraising—but most organizations are stuck chasing galas, events, and short-term wins. In this sharp critique, we explore why legacy giving is the most overlooked revenue stream and how tools like LegacyPlanner™ remove friction and drive real results. With insights from clients like Smith College and JMU, this piece calls out outdated board thinking and offers practical steps to modernize your strategy. Bequests aren’t gravy—they’re the foundation. Ignore them, and the money passes you by.

Online will makers are everywhere you look these days. From FreeWill, Rocket Lawyer, Trust & Will and GivingDocs to the comprehensive LegacyPlanner, it feels like everyone is offering their own version. And sometimes it seems like they all just appeared overnight, too. But the truth is, the industry has been around for decades — both US Legal Wills and LegalZoom had online versions more than 20 years ago.

Whiners don’t win—leaders do. If your comfort zone is begging for 2–4% raises and hoping for a part-time job post-retirement, this isn’t for you. Hardball leaders don’t play it safe—they make bold moves, take calculated risks, and push their teams toward excellence. The nonprofit world is plagued by a softie mentality, where comfort trumps results. But real impact demands urgency, accountability, and grit. Step up, toughen up, and lead like a winner—because playing it safe won’t get you to the top.

Most legacy societies fail quietly—created with enthusiasm, then forgotten. This guide breaks that cycle with a proven roadmap to build or revive a legacy society that truly works. You’ll learn how to choose a name that resonates, attract founding members, keep them engaged, and most importantly—sell through stories, not just tell them. Whether you’re starting from scratch or dusting off an old initiative, this is your actionable playbook for legacy giving that inspires and endures.

Master your elevator pitches. You have eight seconds to make an impression—are you ready? Whether it’s a reunion, a luncheon, or a chance encounter, your ability to start a meaningful conversation about legacy giving matters. This guide offers 25 ultra-brief, donor-specific elevator pitches you can memorize and use anywhere. Organized by giving vehicle and donor motivation, each one is crafted to spark curiosity and open the door to deeper discussion.

Through legacy gifts, donors like Angela and Terrell Richards and Hilda and Arnulfo Miramontes are transforming lives at St. Jude Children’s Research Hospital. Their stories show how planned giving—through wills, trusts, and heartfelt commitments—ensures children battling catastrophic illnesses receive lifesaving care, free of charge. This article honors their legacies and invites readers to consider their own. Because leaving a legacy isn’t about wealth—it’s about impact, compassion, and giving children a future worth fighting for.

What Is Planned Giving and Why Does It Matter?  Planned giving, also known as legacy giving, is the art of securing future gifts from donors through their estate plans. These gifts are often the largest and most impactful contributions a donor will ever make—with the average planned gift ranging from 200-300 times larger than a typical annual donation. Consider how a small environmental nonprofit transformed its future with just three bequests in its first year of planned giving: these gifts