How to Talk About Legacy Giving Appropriately
Legacy giving is one of the most personal and impactful forms of philanthropy. It allows donors to extend their influence beyond their lifetime and ensure their values continue to shape the future. Yet sometimes even seasoned fundraisers often hesitate to bring it up. The concern is universal: no one wants to make donors uncomfortable by directly raising the subject of mortality.
But the reality is that legacy conversations, when approached with care and purpose, are among the most meaningful discussions a nonprofit can facilitate. The key is to shift the focus. Here are some ways how:
Reframe the Conversation Around Purpose
When discussing planned or legacy giving, your language does matters. Rather than centering the dialogue on wills, estates, or end-of-life planning, center it on values. Donors are not primarily motivated by tax advantages or legal vehicles, but rather by the opportunity to ensure their life’s work continues.
Instead of asking, “Have you considered leaving us in your will?” try:
“Many of our supporters have found ways to make sure their commitment to our mission continues for generations. Would you be open to a conversation about what that might look like for you?”
This reframing replaces finality with continuity and emphasizes the donor’s enduring influence, not their absence.
Lead With Vision the Vision
It’s easy to default to technical terms like bequests, charitable trusts, beneficiary designations (if you even know what all of these are in technical terms) but those details can wait. A donor’s first exposure to the idea of legacy giving can be more conceptual.
Begin with impact: “Legacy gifts have allowed us to expand our care to thousands of patients who might otherwise go without.” Statements like this connect the concept of planned giving to tangible, ongoing results. Once a donor sees the power of these gifts in action, the conversation can deepen more naturally.
Use Storytelling to Normalize the Idea
Legacy giving becomes approachable when donors can see themselves reflected in the stories of others, as well as knowing that it is in fact a totally normal occurance. Share examples of people whose foresight changed lives. A statement like, “Dr. Harris’s planned gift ensured that future generations of students would have access to scholarships in perpetuity,” allows the donor to imagine their own legacy in a similar light.
Stories humanize the act of giving, legacy or otherwise. They demonstrate that legacy donors are not defined by their passing but by their generosity and foresight.
Treat Legacy Giving as a Continuation of Normal Donor Stewardship
Legacy conversations should not be reserved for end-of-life moments. In fact, that is the absolute worst time to have that conversation. Most successful planned giving programs introduce the idea early and often as part of long-term donor stewardship. When you do the right things with stewardship, the notion of including the organization in their estate planning becomes a natural progression of their relationship.
Consider integrating legacy language into existing stewardship materials or campaign updates. A simple line such as, “Several longtime supporters have chosen to ensure this mission endures through a legacy gift,” or “Do we owe you a second thank you?” normalizes the concept without pressure.
Talking about legacy giving will always require sensitivity. But it does not need to feel overly uncomfortable. When the emphasis shifts away from mortality, the conversation becomes easier and much more productive on both sides. Legacy giving is not about what donors leave behind. It is about what they set in motion.
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