Planned giving marketing strategies

Planned giving marketing educates donors on how to include a gift to your nonprofit in their will or estate plan. These “legacy gifts” typically come from a donor’s accumulated assets, such as real estate, stocks, or vehicles, rather than their bank account.

This strategy ensures your nonprofit’s long-term sustainability, while offering loyal supporters a way to support your mission even after they’re gone. By marketing these gifts effectively, you help donors create a lasting impact.

Related: Get the Planned Giving ebook

1. Identify legacy donor prospects using data

A successful legacy program begins with knowing exactly who you are talking to. By centralizing donor data in a fundraising CRM (constituent relationship management) system and using prospect research tools, you see a donor’s full history and ensure your marketing feels like a personal conversation rather than a cold ask.

Data allows you to focus your time and budget on donors with both the passion and the assets to give. Our donor prospect research software uses descriptive analytics to score prospects based on:

• Affinity: Interest in your specific cause
• Capacity: Financial ability to make a large gift
• Propensity: History of giving to nonprofits

Use wealth screening to find capacity

Wealth screening identifies donors with the assets to make a big impact. Look for:

• Giving history: Loyal people who give to you or similar causes every year.
• Real estate: High property values often indicate legacy capacity.
• Stock ownership: Donors often prefer giving stocks to save on taxes.
• Business ties: Check for matching gift programs or family foundations.

2. Build a dedicated planned giving landing page

A dedicated planned giving landing page on your website teaches donors how to leave a gift in their will. This page acts as a hub for planned giving marketing resources that build trust through education and stories. A well-organized page should include:

• Simple definitions: Briefly explain what planned giving is and the different types of planned giving (like gifts in a will or a trust) in plain English.
• Donor stories: Share the real-life impact of legacy gifts.
• Easy downloads: Offer PDF guides or planning kits for home reading.
• Contact form: Use a short form for donors to ask questions or request a meeting.
• FAQs: Address taxes and how the gift will be used.

Pro tip: Use donor-centered planned gift marketing language. Using “you” makes the supporter the hero of the story. Ensure the page is mobile-friendly with clear buttons like “Learn About My Legacy” or “Help the Future” instead of “Donate Now.”

Essential planned giving language to use

Clear terminology allows you to speak directly to donors without using confusing jargon. These definitions should also appear across your website and planned giving marketing materials:

• Bequest intention: A non-binding, written statement of a donor’s plan to give.
• Bequest expectancy: The estimated value of future legacy gifts, used for long-term financial planning.
• Charitable bequest: A gift left through a will, trust, or estate plan, either as a specific dollar amount or a percentage of their estate.
• Charitable remainder trust (CRT): A gift received after the trust’s terms are met, often following the passing of all beneficiaries.
• Charitable gift annuity: An agreement where a donor makes a large gift now in exchange for a fixed lifetime income from your nonprofit.
• Beneficiary and secondary beneficiary: A beneficiary is the primary recipient (e.g., for life insurance). A secondary beneficiary receives the gift only if the primary cannot.

3. Market your legacy giving program across all channels

Market across all channels by adding legacy giving messages into your existing tools rather than starting from scratch:

• Emails and newsletters: Include a “P.S.” or a “Did you know?” fact about estate giving.
• Annual reports: Dedicate a page to thank current legacy donors.
• Events: Mention your legacy program during speeches and in event programs.
• Digital advertisements: Run targeted planned giving ads on social media to reach donors who have shown an interest in your mission.
• Direct mail: Include a “request more information” checkbox in your planned giving direct mail campaigns.

Be consistent by using the same planned giving logo and simple language everywhere. Using a short, to-the-point paragraph is often enough to start a conversation. Always include a clear way to find your landing page for more details.

4. Use email campaigns to promote planned giving

A planned giving email campaign is an affordable way to reach many donors and track engagement. For the best results, schedule your heaviest outreach during March (spring planning) and October (National Estate Planning Awareness Month).

Suggested 4-email drip sequence

A drip campaign is a series of scheduled emails that build interest over time. Use this roadmap to guide your donors:

• The “why”: Connect your long-term mission to the donor’s values.
• The “how”: Explain planned giving in simple language and offer a downloadable guide.
• The “who”: Share a relatable donor story to make planned giving feel personal.
• The “invitation”: A direct ask to join your legacy society or book a discovery call.

Sample subject lines:

• A simple way to protect the future of [Nonprofit Name]
• Have you thought about your legacy?
• A special invitation for our most loyal supporters
• How to make an impact that lasts forever

Every email should include a clear next step, such as a button on your landing page or a link to your planning kits. This consistent outreach moves donors from curiosity to commitment.

5. Host planned giving webinars to educate donors

A planned giving webinar is an online session where donors learn about legacy gifts from their home. These virtual meetings offer a low-pressure way to explain complex topics like wills and trusts while answering questions in real-time. These sessions build trust through education and connect with supporters regardless of their location.

Cover the basics of estate giving and its tax benefits, perhaps inviting a financial expert or board member to speak. Always include an anonymous Q&A session and keep the presentation under 45 minutes. Record the session for both attendees and those who missed it. Invite viewers to visit your landing page or book a private chat to learn more.

6. Showcase planned giving donor stories

Donor stories are real-life examples of supporters who have committed a legacy gift to your cause. Sharing these stories helps potential donors see themselves in your mission and makes estate giving feel personal. By focusing on the “why” behind a gift, you create an emotional connection that facts and figures can’t reach.

To be effective, highlight various gift types, from small bequests to large estate gifts, so every donor feels they can participate. Feature these stories through written quotes, short videos, or photos across all your marketing channels, such as your blog, website, printed marketing materials, social media, and emails.

Use “you” language to show how a donor’s values align with your mission and explain exactly how their future gift will solve a specific problem. Be sure to update these stories regularly to show your legacy program is active and growing.

7. Build a legacy society to recognize and retain donors

A legacy society is a group for people who have promised a future gift to your cause. Since 80 percent of legacy donors give without ever telling the nonprofit, a society gives them a reason to speak up. By building a community, you turn a secret gift into a lifelong partnership. You make your donors feel like “insiders” who are protecting your mission for years to come.

To start, pick a name based on something meaningful, like a founder, a local landmark, or your mission. Offer benefits that make members feel special:

• Recognition: Lapel pins or special ribbons to wear at events
• Visibility: Names listed in your annual report or on a donor wall
• Access: Invitations to private events and behind-the-scenes tours
• Updates: “Members only” news and impact reports

Make joining easy. Add a checkbox to your website that says, “I have already included you in my will.” Once a donor joins, flag their record in your fundraising CRM, so your team shows them extra care and gratitude during any interaction.

Preparing your team for legacy gift planning questions

Internal readiness ensures your team is ready to handle a planned gift with professionalism before you start marketing. Your staff doesn’t need to be legal experts, but they must be able to answer basic questions and provide the right paperwork when a donor asks. Referring to our comprehensive planned giving guide will help your team understand the administrative foundation needed to protect donor trust.

How to prepare your organization for donor engagement

Setting up internal systems creates a smooth experience for the donor and protects the relationship from the very first contact:

• Staff training: Ensure everyone, from the person answering the phone to those meeting donors face-to-face, knows the planned giving program exists and who handles legacy inquiries.
• Simplify the paperwork: Use a non-binding Letter of Intent or a Legacy Gift Form so donors can easily share their plans with you.
• Specialized stewardship: Create a dedicated thank-you process for legacy donors.

Where to share your legal information

Make your nonprofit’s full legal name, mailing address, and Federal Tax ID (EIN) easy for advisors, like lawyers and financial planners, to find:

• Landing page: Create an “Information for Advisors” section.
• Legacy planning kit: Include a one-page “Fact Sheet” in your downloadable PDFs for donors to take to their advisor.
• Contact page: This builds trust by showing your organization is transparent and prepared.
• Newsletter: Add a recurring “legal information” footer, so donors can find your info the moment they are inspired to give.

Planned giving statistics and impact

These numbers show why a strong planned giving marketing plan is a smart investment for any nonprofit:

• $35,000: The average size of a charitable bequest in the US
• 50 to 70: The “sweet spot” age for initial planned giving outreach
• 33 percent: The increase in total lifetime giving after a donor pledges a legacy gift
• 80 percent: The percentage of legacy donors who give without telling you, proving the need for a legacy society!
• $124 Trillion: The total wealth projected to transfer through 2048 in the “Great Wealth Transfer.” According to research from Cerulli Associates, roughly $18 trillion of that is expected to go directly to charity.

FAQs

How do you market a planned giving program?

Market your planned giving program by sending educational content and impact stories to loyal donors. Use wealth screening and prospect research to identify high-affinity donors. Then, use email or direct mail to invite them to join your legacy society by making a legacy commitment.

How do I market planned giving without sounding too “legal”?

Focus on the donor’s legacy and personal impact rather than legal jargon. Use heart-centered language by asking donors how they want to be remembered and share stories where supporters explain their gifts in their own words. Highlight the planned giving benefits for the donor, like tax savings and the ability to make a larger impact than they ever thought possible.

Planned giving vs major gifts: What is the main difference?

The difference between planned giving vs major gifts is the source of the gift and the timing of the payout. Major gifts are large donations from a donor’s current disposable income or assets (cash, stocks, cryptocurrency, real estate, and others) that are given and available immediately. Planned gifts are legally arranged donations from accumulated assets (via a will or trust) received in the future.

How long does it take to see results?

It usually takes 12 to 18 months to see measurable results after you start a planned giving program. Success is initially measured by the number of donors who document their intent to leave a legacy gift.

What should be in a 12-month planned giving marketing plan?

A 12-month planned giving marketing plan should include consistent website updates, educational mail sequences, and a dedicated annual event. Your plan should cover:

• Website: Quarterly donor stories and visible legal info
• Email strategy: A twice-yearly educational series and monthly “P.S.” mentions
• Events: One annual legacy webinar and recognition at all major events
• Direct mail: A “Learn More” checkbox on every mailed appeal

Start your planned giving marketing program today

A successful legacy marketing program depends on the quality of your donor data. By using a fundraising CRM and prospect research tools, you will move past guesswork to find your most loyal supporters. This data-driven approach ensures your marketing efforts reach the people who have both the heart and the assets to give.

Marketing your planned giving program is about building a bridge to your organization’s future. When you share donor stories and simplify legal language, you make it easy for supporters to say yes. These strategies turn your loyal donors into long-term partners who protect your mission for years to come.

Paige Magarrey

Paige Magarrey is Kindsight's Director of Corporate Marketing. She's committed to sharing authoritative thought leadership that helps nonprofits and fundraisers level up their skills.

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