Legacy starts with relationships: 5 practical steps to build a planned giving program

Every August, National Make-A-Will Month serves as a reminder for nonprofits to encourage individuals to create or update their estate plans. Yet, legacy gifts rarely result from a single campaign or marketing effort. In my years working with nonprofits of all sizes, one lesson consistently emerges: Successful planned giving programs begin not with legal documents or technical expertise but with meaningful donor relationships.

Planned giving, sometimes referred to as legacy giving, is often thought of as a specialty area reserved for wealthy donors and requiring technical expertise or dedicated staff to facilitate complex financial gifts. In reality, planned giving is the process of arranging a charitable gift through a donor’s estate plan or another financial vehicle. These gifts may be realized in the future, but the decision to include a nonprofit in a donor’s plans is built over time through trust, engagement, and a shared connection to the mission. Here are five practical strategies to help you identify potential legacy donors, deepen relationships, and integrate planned giving into your fundraising approach.

1. Rethink what planned giving really is

Planned giving is often thought of as a specialty area reserved for wealthy donors and requiring technical expertise in complex financial gifts. But most legacy gifts begin with everyday donors who care deeply about a mission and want their support to continue long into the future.

More importantly, planned giving is not separate from fundraising but rather an extension of donor stewardship. Strong stewardship builds trust and relationships that inspire donors to consider a deeper, longer-term commitment to an organization. Legacy giving then becomes a natural progression in a donor’s relationship rather than a specialized initiative.

2. Identify your best legacy prospects

Some of the strongest planned giving prospects are already among your most loyal supporters. Rather than focusing solely on wealth, look for donors who have demonstrated commitment through consistent giving, volunteer service, board involvement, recurring donations, or regular engagement.

Long-standing relationships are often a stronger predictor of a future legacy gift than wealth alone. Donors who have invested their time, talent, and philanthropy over many years are frequently those most interested in ensuring the mission continues.

3. Start conversations about legacy before talking about wills

Legacy conversations should begin with curiosity, not estate documents. Rather than asking whether the donor has included your nonprofit in their plans, ask what inspired their commitment or what impact they hope to leave. These conversations focus on shared values, donor aspirations, and the future of the organization. When donors feel heard and understood, discussions about legacy giving become a natural extension of the relationship rather than a transactional ask.

4. Build planned giving into everyday stewardship and organizational culture

A successful planned giving program grows from an organization-wide culture that supports it. Legacy giving should be woven into everyday donor stewardship through intentional touchpoints.

You can begin with simple, low-cost strategies such as:

• Include information about how to make a legacy gift in newsletters, annual reports, and donor communications
• Share stories of donors who have chosen to make a legacy gift and the lasting impact they hope to make
• Establish a legacy society or other recognition program to honor donors for their long-term commitment to your mission
• Create opportunities to connect with the donor and deepen relationships throughout the year, such as donor anniversaries, impact updates, and mission-focused communications
• Train board members and leaders to recognize and participate in conversations with donors about legacy giving

Board and leadership involvement is especially important, because planned giving is fundamentally relationship-based. When trustees, executives, and staff understand that legacy conversations focus on understanding a donor’s values, they become more comfortable identifying and cultivating future legacy donors.

5. Make it easy for donors to take the next step

When donors are ready to explore a legacy gift, you should make the process simple and welcoming. Small steps can help donors move from intention to action. For example:

• Provide clear planned giving information on your website
• Offer sample bequest or beneficiary language that donors can share with their attorneys or financial advisors
• Encourage donors to consult with professional advisors to ensure plans align with their personal and financial goals
• Create a simple, confidential process for donors to share their legacy intentions through an online form, printable declaration, or conversation with a staff member

By removing barriers and offering practical resources, you can show that your nonprofit is prepared to help donors create a lasting impact.

Every nonprofit can begin building a culture where supporters understand that their generosity can extend beyond their lifetime and continue advancing the mission they care about. By investing in relationships today, you create the trust that inspires donors to leave a legacy for generations to come.

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