let’s talk legacy .

“We really need to set up a Planned Giving program.”

I can’t tell you how many times I have heard this over the years (and how many times I have said it myself). It’s one of those things you know you should do, but it keeps getting shuffled to the bottom of the development team’s to-do list. Why?

Because it feels complicated.

Because it's not immediate revenue.

And let’s face it- talking about planned giving means talking about death… and yeah, that’s not exactly everyone’s favorite topic at a donor lunch.

But here’s the truth: if you’re not talking to your donors about planned giving someone else will. And you don’t need to be a legal expert or have a dedicated planned giving officer to start planting seeds now.

First, What Is Planned Giving?

Planned Giving (sometimes called legacy giving) refers to donations a supporter arranges to give in the future, typically through their will or estate plan. These are often the largest gifts a donor will ever make. And they come from the folks who already believe deeply in your mission—longtime annual donors, volunteers, board members, even former staff.

Why It Matters

Planned giving isn’t about chasing wealth. It’s about inviting your most loyal supporters to make your mission part of their legacy. And in this age of declining donor retention and uncertain economic forecasts, it’s one of the smartest moves you can make.

5 Things You Can Do Right Now to Move Toward a Stronger Planned Giving Program

Let’s make this less intimidating. Here are five simple, strategic steps to move the needle—no attorneys or consultants required (yet!).

1. Identify Your Most Loyal Donors

Look beyond gift size. Who’s been giving for 10+ years—even modest amounts? Who shows up, volunteers, advocates? These are your best planned giving prospects. Loyalty trumps wealth.

Action Step: Run a list of donors with high giving frequency over many years. Circle five names and start the conversation.

2. Create Simple Language About Legacy Giving

You don’t need a 10-page brochure to get started. A sentence or two can go a long way. For example:

“You can leave a lasting legacy by including [Your Org Name] in your will or estate plans. It’s easier than you think, and it ensures your impact lives on.”

Action Step: Add that line to your email signature, acknowledgment letters, or the footer of your newsletter.

3. Start Talking About It… Like, Now

Planned giving should be part of your regular donor conversations—not some hushed side note only for the ultra-wealthy. You’re not asking them to die (I promise!). You’re asking them to help your mission live on.

Action Step: In your next donor visit or call, simply say, “Have you ever considered including us in your estate plans?” That’s it. Start there.

4. Spotlight Legacy Donors (Even If You Only Have One!)

People follow people. If you know someone who has made a planned gift, ask to share their story. Even a short quote about why they chose to include your organization in their will can spark inspiration.

Action Step: Write one short paragraph about a legacy donor for your next email, newsletter, or donor event talking point.

5. Make It Easy for Donors to Raise Their Hand

Have a basic form or checkbox that lets donors say, “Yes, I’ve included you” or “I’d like more info.” Even if you’re not ready to launch a full program, you need a way to capture interest.

Action Step: Add a simple planned giving checkbox on your giving form or reply device.

Final Word: It’s Not Just for the Big Guys

You don’t need a large staff or a multi-page legacy society to begin. What you do need is intention, consistency, and a little courage to have the conversation. The best time to start was five years ago. The second-best time? Right now.