It’s no secret that planned gifts are essential for your nonprofit’s long-term financial health. However, the challenge comes when it’s time to create a clear communication strategy that encourages donors to make a long-term commitment. So, where do you begin?
A successful planned giving program is built on trust, education, and open communication. From creating a central resource for donors to celebrating their gifts in a meaningful way, this guide will provide everything you need to inspire planned (also called legacy) gifts.
Create a Home Base: Your Planned Giving Microsite
Every successful planned giving initiative needs a central hub, like a planned giving microsite.
Think of this site as a dedicated, pressure-free space where supporters can learn about legacy giving options on their own time. This site should be branded to your organization and speak in clear, donor-focused language.
Your microsite is the ideal place to:
- Explain different types of planned gifts, such as bequests made through a will or trust, qualified charitable distributions (QCDs) from an IRA, and charitable gift annuities. Create dedicated pages for each of the most popular planned gift types or ones you’re prioritizing.
- Answer common questions. For example, you might explain whether donors can adjust their planned gifts later or whether you accept non-cash gifts like property and stock donations.
- Highlight the benefits of planned giving, such as tax advantages or the ability to leave a lasting impact on your cause.
- Feature impact stories from other donors who have committed to a planned gift.
- Provide donor-facing tools to make giving as simple as possible, such as free estate planning tools that allow supporters to create a legal will or trust.
This digital home base will serve as the central hub for all your planned giving marketing efforts. Let donors know about it in every email, social media post, or face-to-face conversation to drive interest in planned gifts.
Spread Awareness: Multi-Channel Marketing
Your microsite is a powerful tool that works best when people actually see it! That’s where a smart, multi-channel marketing plan comes in. Sharing your message across platforms keeps planned giving on your donors’ radar.
Start meaningful conversations by promoting planned giving on these channels:
Your Main Website
Don’t make interested donors search for information. Your organization’s main website should have a clear “Ways to Give” page that features legacy giving. From there, provide a direct link to your detailed planned giving microsite.
You can also use your blog to educate your donors about planned giving with stories that encourage them to visit your microsite to learn more.
Help more prospects discover your legacy giving opportunities by using Google Ads to promote your “Ways to Give” page or planned giving microsite. Getting Attention also explains that eligible nonprofits can use the Google Ad Grant to advertise their websites for free. This means you can get more eyes on your planned giving program without straining your marketing budget.
Email Campaigns
A simple email series can introduce the concept of planned giving, share a compelling donor story, and link to resources on your microsite.
One of the best parts of email marketing is segmentation. Target loyal, long-term donors who are engaged with your work and just need basic information or a simple nudge to make a legacy gift.
Social Media
Platforms like Facebook and Instagram have incredible reach! Use your nonprofit’s social media accounts to make planned giving more visible. You can share compelling donor stories, graphics that explain different ways to give, and videos that bring donor testimonials to life. Every post should include a link back to your planned giving microsite.
When your followers share your posts, your message can reach new audiences through their personal networks. Plus, you can answer questions by responding to supporters’ direct messages and comments on your posts.
Direct Mail
A lot of our interactions today happen online. That makes physical mail a great way to stand out and connect with likely legacy donors!
A well-written letter, brochure, or postcard can capture your donors’ attention in a more personal way. For example, FreeWill’s guide to nonprofit marketing plans recommends sending a postcard to prospects during National Make-A-Will Month to introduce donors to bequests and highlight the benefits of planned giving.
In outreach like this, always include a QR code or the URL that directs them to your planned giving microsite to learn more.
Build Confidence: Donor Stories and Testimonials
We’ve touched on this strategy a few times, but it’s worth a deeper dive. Hearing from donors who have already committed to a planned gift can inspire other donors to act. Stories and testimonials serve as social proof and make legacy giving feel more accessible.
Make it a priority to collect testimonials from donors who have included your organization in their estate plans. To make these stories as compelling as possible, be sure to:
- Include direct quotes so the donor's authentic voice and passion shine through.
- Highlight the process of how they made the gift to show others how straightforward it can be.
- Explain why they are glad they made the commitment, focusing on the peace of mind and joy that comes from creating a lasting legacy.
- Pair the story with impact statistics like key data that shows the tangible outcome of a gift like theirs. This connects the emotional narrative to your nonprofit’s real-world results.
When ready, share your donors’ stories on your planned giving microsite and marketing materials. These authentic narratives create a powerful emotional link to your mission and demonstrate the impact of your supporters' generosity.
Teach Your Donors: Educational Events
Hosting educational events, like webinars or small in-person seminars, shifts your role from a fundraiser to a trusted partner. You can cover general topics like the basics of estate planning or tax-smart charitable strategies.
When hosting these events, your goal should be to provide helpful information, not specific financial advice. Consider partnering with local estate planning attorneys or financial advisors to provide expert, unbiased insights during your event.
Educational events also give you the opportunity to answer donors’ questions. Encourage participants to submit questions beforehand, or reserve time at the end for live Q&A. If your event is online, use the chat function to collect questions.
Show Appreciation: Legacy Societies
After a donor commits to a planned gift, keep engaging them. Recognizing legacy gift donors is a big part of stewardship. A legacy society is a great way to accomplish that!
A legacy society is a formal program created to honor donors who have made a planned gift commitment. Think of it as a special community where your legacy donors can stay connected to your mission and be part of a group that believes in your nonprofit’s future.
You might offer exclusive benefits like:
- Public recognition on a donor wall or in publications like your annual report and newsletters
- Special events and legacy society gatherings like private luncheons, tours, or receptions with leadership or beneficiaries
- Early access to updates, such as annual reports, strategic updates, or program previews
- Special publications, like a newsletter dedicated to legacy giving
Legacy societies provide a structured way to honor donors’ generosity and build a community around your most dedicated supporters. Promote your legacy society to show potential donors that their commitment will continue to be celebrated!
Driving Planned Gifts
Building a thriving legacy giving program is all about building lasting relationships. By making the process clear and personal, you can create meaningful partnerships with donors.
The work you do today to cultivate these gifts is one of the most powerful investments you can make in your organization’s future. Remember, you are empowering donors to create a legacy that will sustain your mission for generations to come!
