4 Tips for Bequest Marketing
Bequests may be the most significant sources of “future revenue” a nonprofit can cultivate, but many organizations leave this money on the table. Even after dipping 1.6 percent last year, charitable bequests still totaled ~8% of all giving. With Baby Boomers in peak estate-planning mode, the window for legacy-gift growth has never been wider. The tips below will help you capture those dollars.
1. Normalize Legacy Giving in Everyday Communications
Most donors never hear about bequests until they’re asked for one, and silence communicates that legacy gifts are rare or complicated. It’s easier than you might think to flip that script:
Have a single line about “the simplest way to leave a lasting legacy—through your will” into every newsletter footer and acknowledgment letter.
Feature planned-giving options on your main giving page, not buried on an obscure webpage. This goes for stock gifts and other appreciated assets as well.
Use plain language: “Leave 5 percent of your estate” resonates far better and feels far more simple than “create a residuary bequest.”
2. Provide Educational Resources and Position Yourself as the Expert on Planned Giving
Planned giving can feel mysterious and understandably very intimidating. Become their trusted guide.
In addition to having information sprinkled throughout your website, you can create a dedicated “Planned Giving” landing page that explains each gift type in plain English, offers sample clauses, and lists an email or phone number for questions (of which there will likely be many).
Post articles or short videos demystifying terms like “percentage bequest” or “beneficiary designation.”
Share downloadable guides or host webinars/talks on estate planning basics; donors who learn from you are more likely to complete the process with you.
Consistent education builds credibility, reinforces social proof, and keeps your nonprofit top-of-mind when supporters sit down with their attorney.
3. Harness Storytelling and Social Proof
Legacy gifts are about identity and immortality. Show donors what that looks like.
If you can publish a short video of a real donor explaining why they included your mission in their will, or even why they gave a cash gift right now. Human faces and stories will typically outperform statistics that stand alone.
Spotlight impact with language like, “Marian’s bequest now funds ten scholarships every year,” or, “One gift preserved 50 acres of wetland forever.”
Remember emerging audiences like Millennials and Generation X and that someone doesn’t need to be at retirement age to have the conversation about planned giving.
4. Honor and Nurture Your Legacy Donors Now
A bequest commitment may not convert to cash for decades, but stewardship begins immediately.
Launch (or refresh) a “Legacy/Heritage Society” or similar with low-cost perks like a listing in your annual report.
Recognize legacy donors publicly with permission. Sometimes their peers will notice and inquire.
Legacy gift marketing for your nonprofit is about consistent visibility and simplifying an otherwise complex and intimidating topic. Start to implement some of these moves, and you’ll ensure that you future-proof your mission.
Need outside help with planned giving for your nonprofit organization? We don’t blame you! It can be complicated even for the most seasoned fundraisers and financial professionals. Send us a message and we would be happy to chat about building up your planned giving program and raising money for your nonprofit.
