By Ted Rodgers, President and Executive Consultant
(This is the second blog in a two-part series. Learn why legacy giving is so foundational in Ted’s earlier blog.)
When it comes to starting a new initiative, we all know the most challenging part can often be taking that first step. Just like with this blog—while I’ve been mentally drafting it for weeks, I needed a little nudge from our marketing team to finally sit down and write it—the same can happen with your legacy giving program. You may know it’s important, but getting it off the ground feels like a big challenge.
If that sounds familiar, don’t worry—you’re not alone. I hope this will be the nudge you need. Here are some practical steps to help you start building a legacy giving program that will serve your ministry for decades to come.
Laying the Foundation for Success
Before you engage with donors, it’s essential to do some internal preparation. My grandfather, who could build or repair just about anything, used to say, “Eighty percent of the job is in the preparation and having the right tools at hand.” The same holds true when it comes to your legacy program.
Here’s where to begin:
- Review Your Gift Acceptance Policy
Ensure your gift acceptance policy is up to date and covers legacy gifts. For instance, you may not want to serve as the successor trustee for legacy gifts, so make sure your policy reflects this. - Evaluate Your CRM Donor Fields
Take a close look at your CRM system to ensure it’s set up to track and manage legacy gifts. You’ll need specific fields to record important details about these declarations so you can care for them properly. - Revise Your Annual Fund or Campaign Case
If necessary, update your case for support to include options for legacy donors to designate their gifts. Around 35% of all future gifts are designated for specific causes like special programs, scholarships, or facilities, so make sure your materials reflect this. - Create or Update Your Legacy Gift Notification Form
Ensure your notification form captures all the critical information—especially the name and contact details of a donor’s personal representative in case they can no longer manage their own affairs.
Making the First Contact with Donors
Now that your internal prep work is done, it’s time to take the next step: engage your donors. This is where strategy and confidence are key to making progress.
Start by connecting with the donors you know best. Many ministries have long-term supporters who have verbally expressed their intention to leave a legacy gift, but it’s not yet documented. Now’s the time to get that done.
Remember, as part of our Taking Donors Seriously best practices, always inform donors ahead of time that you want to discuss their potential legacy gift:
“Because of your long history of generous support, I’d like to begin a conversation about whether you’ve already completed or would consider a future legacy gift.”
It’s that simple. In fact, because you tell them you will discuss a legacy gift ahead of time, they may bring it up before you even have a chance to ask.
Building Momentum
Once you’ve made your initial confirmations, it’s time to build on that momentum. Reach out to current and former board members, long-term staff, and other key donors already in your portfolio. These will be your most accessible and responsive contacts, helping you gain traction early on.
When ready, you can take a few low-cost marketing steps: include legacy gift reminders in newsletters, share a list of gift designation options, or create a “ways to give” resource. These tools can encourage your broader donor base to let you know if they’ve already made or plan to make a legacy gift. You may be surprised by how many donors have already done so.
From Zero to Success
One of our ministry partners had many long-term, loyal donors, but only one legacy gift was recorded in their files. After working alongside this partner for several years and helping implement their legacy giving strategy, they saw over $3.5 million in matured estate gifts. They now have a documented pipeline of over $19 million in future gifts. It took intentional effort, but in just a few short years, they transitioned from having almost no legacy giving to establishing a thriving program with a significant pipeline. There’s no better time to start than today!
Key Takeaways:
- The number one reason legacy donors give is because they were asked.
By simply asking, you create an opportunity for them to make a lasting impact on your ministry. - A legacy gift is often a donor’s largest gift.
It may surpass their lifetime giving. - Confirmed legacy donors typically increase their annual giving by up to 70%!
Planning a legacy gift provides donors with the opportunity to make a truly meaningful decision that extends their partnership with your ministry well beyond their lifetime. It also demonstrates that you are committed to the long-term health of your ministry, which resonates deeply with supporters.
So, if you’ve been needing a nudge to take that first step, I hope this provides the encouragement you need to start building your legacy program. You are welcome to reach out with a question or to simply share the success you’re having as you build your program! We’d like to hear from you.
Looking for a next step? Learn how to Launch Your Legacy Gift Program on a Lean Budget at our upcoming TFG Institute!
We’ve been privileged to help many organizations be more effective in their fundraising by learning and implementing relational fundraising principles in their work with donors. Want to talk?