Planned Giving Marketing That Grows Legacy Gifts

Strategic planned giving marketing designed exclusively for nonprofit organizations.

We help development teams increase bequests, grow legacy society membership, and build long-term revenue through clear, compliant, donor-centered communications.

Planned giving shouldn’t feel complicated. It should feel strategic, sustainable, and measurable.

Schedule A Strategy Call
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Identify Prospects

Improve Engagement

Increase Donor Gifts

You Deserve a Marketing Partner Who Understands Planned Giving

Most marketing agencies offer generic nonprofit packages. But planned giving is different. It requires:

Sensitivity to donor psychology

Clear explanations of complex gift vehicles

Long-term nurturing strategies

Compliance-aware messaging

Deep understanding of nonprofit development teams

MEET OUR MARKETING TEAM

“PGM delivered a phenomenal number of new, quality planned-giving prospects and revealed a whole group of donors who already had [us] in their estate plans but hadn’t shared that news before.”

J.D. Davis

Yellowstone Park Foundation, Senior Director of Development

“What I like about PGM is they do beautiful work I’m proud to share with my donors. They’re also true partners. They bring me fresh ideas and listen to my ideas, too. And they get the job done when they say they will.”

Sam Samuels

Smith College

“It is a whole new world! Everyone who sees our PG MicroSite thinks it is awesome!”

Marianne Calnen

Assistant Director of Gift Planning, Wesleyan University

“Jeff and the team have been a pleasure to work with over the last year. We are now looking to expand our work with the PG Marketing team. I highly recommend them.”

Alexander Lippold

Senior Director, Individual Giving, Joslin Diabetes Center

“The Ministry of Caring has relied on Planned Giving Marketing to develop and deliver our planned giving marketing campaign since 2013. Recently, we received a large planned gift, and the marketing was a key driver of that success. I highly recommend working with Planned Giving Marketing!”

Cindy Gamble

Planned Giving and Donor Base Manager, The Ministry of Caring

“PGM has been instrumental in assisting with our planned giving messaging and reaching a donor base previously untapped by our resources. Their creativity, attention to detail, and collaboration have helped us reach a new level with our planned giving marketing”

Bradley W. Bodmer, Esq.

Assistant Vice President of Development, Siena College

“Having worked with PGM for over six years, I have found them to be competent, responsive, and personal. They grasp and implement our school’s brand and consistently produce materials that reflect our value system and manner of communication. I recommend them across the board!“

Mary-Helen McCulloch

Director of Planned Giving, The Haverford School

Wesleyan University logo with black text and two red corner brackets on a white background.
Villa Maria Academy High School logo with the motto “Empowering Young Women Since 1872.”.
UT Health San Antonio logo with orange shield and white star to the left of the text.
UT San Antonio logo with orange and blue text, and an abstract orange emblem on the left.
Black text reads "The New School" in bold letters, with three horizontal lines underneath "School.
St. Paul's Schools logo with a blue, green, and gold shield on the left.
St. John’s University logo with red crest and shield featuring a cross, heart, and text.
St. Luke’s University Health Network logo with a starburst above the letter "i".
St. Peter’s Health Partners Center for Philanthropy logo, a member of Trinity Health, with red emblem on left.
Junipero Serra High School logo with large "S" and a monk figure holding a book and cross.
Sandusky Central Catholic School logo with stylized cross and school name in black and gold text.
ReSurge International logo with three abstract human figures in orange, blue, and brown next to the organization’s name.
Regina Dominican logo with the text "Inspiring Global Leadership" and a seal on the left.
Rosary Academy logo with a red emblem and the text "ROSARY ACADEMY" in bold red letters.
OMPH school logo with two figures and a cross, plus text: "Our Mother of Perpetual Help School.
Green Nerinx Hall logo with stylized "NH" and a cross inside a circle above the text "Nerinx Hall.
New England College logo with red and blue emblem and text.
Muhlenberg College logo with a red script "M" and the words "Muhlenberg College" in red text.
A red letter "M" next to the words "Mount Saint Charles Academy" in blue text on a white background.
Moravian University logo with blue text on a white background.
MemorialCare Memorial Medical Center Foundation logo with green and orange leaf graphic above the name.
Middlesex Health logo with stylized "MH+" in green and blue above the text "Middlesex Health.
McNicholas High School logo with a bold "M" and green lines forming a cross design.
Red Marine Corps emblem and stars above "Marine Corps Heritage Foundation" in red text on a white background.
Malden Catholic logo with blue and gold "MC" initials above the words "Malden Catholic.
Rhode Island College Foundation logo with gold text on a white background.
Lehigh University logo with a gold crest and stylized sun above an open book and heart.
Lancaster Bible College logo with the tagline "Experience Different" in red and black text on a white background.
Temple University Beasley School of Law logo with a large red "T" to the left of the text.
La Rabida Children’s Hospital logo with three playful children, one in a wheelchair, under a sun.
Kellenberg Memorial High School logo with blue and gold text and school crest on the left.
Red text logo that reads "ILLINOIS TECH" on a white background.
The words "Holy Cross" in large, purple serif font on a white background.
Hillel International logo with "Hillel" in black and "International" in blue text below.
The Haverford School logo with school name in maroon capital letters on a white background.
VCU logo with the Virginia Commonwealth University seal and large gold "VCU" text on a white background.
Gwynedd Mercy Academy High School logo with a yellow and red cross symbol.
Logo for Pomona Valley Hospital Medical Center Foundation with maroon and gold colors.
Maroon circular Fordham Preparatory School seal with crest, eagle, and "Founded 1841" text.
Fresno Chaffee Zoo logo with stylized animal eye inside the letter "O" in "ZOO.
Don Bosco Prep school crest with anchor, trees, cross, and the motto "Religion, Reason, Kindness.
Catholic Foundation of West Michigan logo with a red and blue cross and heart-shaped design.
Carrollton School of the Sacred Heart logo with a stylized heart graphic on the left.
Purple text reads "BLSA Boston Latin School Association" on a white background.
Beth Israel Lahey Health logo with blue geometric bird graphic and company name in dark blue text.
Bucks County Opportunity Council logo with a figure reaching a star and the tagline "Connecting people with resources to thrive.
Agnes Scott College logo in purple, with the words stacked in uppercase letters.
A close-up of a logo.
Bottomless Closet logo with white text on a red background.
MCV Foundation and VCU Health logos with text and a circular emblem between the words.

What is planned giving marketing?

Planned giving marketing is the strategic communication of legacy gift opportunities—including bequests, charitable gift annuities, trusts, and beneficiary designations—to qualified donors.

Effective planned giving campaigns:

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Educate donors clearly and simply

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Build trust over time

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Share meaningful impact stories
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Encourage estate plan inclusion
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Support your development team with consistent outreach

When done correctly, planned giving marketing creates one of the most reliable long-term revenue streams for a nonprofit organization.

Start Your Planned Giving Campaign

Our Planned Giving Marketing Services

Bequest Marketing Campaigns

Targeted multi-channel campaigns designed to inspire donors to include your organization in their estate plans. We combine direct mail, email marketing, donor storytelling, and digital outreach to increase documented bequests and planned gift inquiries.

Legacy Society Growth & Stewardship

We help you name, position, promote, and grow your legacy society with meaningful recognition strategies and consistent donor communications that build loyalty and trust.

Planned Giving Newsletters & Donor Communications

Educational content that simplifies complex financial concepts and keeps your organization top-of-mind. Our newsletters are designed to inform without overwhelming—and to drive action.

Specialty & Custom Marketing Initiatives

Comprehensive, strategic campaigns designed to inspire meaningful legacy commitments. Specialty campaigns that focus on Charitable Gift Annuities (CGA), IRA rollover, reunion mailings, anniversary celebrations, and other targeted outreach specific to your organization.

Planned Giving Email & Marketing Automation

Nurture planned giving prospects over time with intentional donor journeys that educate, inspire, and encourage next steps.

Ongoing Coaching & Analysis

We provide hands-on coaching and clear, data-informed analysis to help you plan, execute, and refine your marketing campaigns so they consistently meet your goals. Together, we turn campaign results into practical next steps.
Explore Our Marketing Services

Who We Serve

We partner with nonprofits that rely on long-term sustainability and donor relationships. Each sector has unique donor motivations. We tailor messaging accordingly—because legacy giving is personal.

Healthcare & Hospital Foundations

Universities & Educational Institutions

Faith-Based Organizations

Community Foundations

Arts & Cultural Institutions

Regional & National Nonprofits

Young woman holding a pen and smiling thoughtfully while sitting in front of a laptop.

Why Planned Giving Matters More Than Ever

The largest wealth transfer in history is underway.

Millions of Baby Boomers are finalizing estate plans. Nonprofits that consistently communicate legacy giving opportunities are positioned to receive transformational gifts.

Organizations that fail to market planned giving often leave significant future revenue undiscovered.

Consistent outreach leads to:

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Increased documented bequests

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Stronger donor loyalty
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Larger lifetime gift values
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Greater financial stability

Planned giving is not a one-time campaign. It is an ongoing strategy.

Schedule A Strategy Call

What Makes Us Different?

We are not a general marketing agency.

We specialize exclusively in nonprofit planned giving marketing.

That means:

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We understand development team workflows
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We know how to simplify complex giving vehicles
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We write with donor sensitivity and clarity
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We design campaigns that nurture long-term relationships
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We create systems that are manageable for your staff

Most importantly, we remove stress—not add to it.

View Our Planned Giving Campaigns
Two businessmen shake hands at a meeting table with colleagues, laptops, and documents in a bright office.
Smiling person with short gray hair and glasses raises arms in celebration, wearing a pink plaid shirt.

Results That Strengthen the Mission

Our clients have achieved:

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Significant increases in documented bequests
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Growth in legacy society membership
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Higher planned gift inquiry rates
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Stronger donor engagement through multi-channel outreach

We focus on measurable outcomes—not just deliverables.

Request a legacy growth strategy

Frequently Asked Questions

How do you market planned giving effectively?

We use a strategic mix of direct mail, email marketing, digital outreach, donor storytelling, and legacy society promotion to educate donors and inspire estate plan inclusion. Planned giving requires consistent, multi-touch communication rather than one-time appeals.

How long does planned giving marketing take to produce results?

While planned gifts naturally mature over time, many organizations see increased inquiries and documented bequests within 6–12 months of consistent outreach. The key is sustained communication.

Is planned giving marketing only for large nonprofits?

No. Even smaller organizations can build significant long-term revenue through consistent legacy outreach. Often, mid-sized nonprofits see strong growth because they have close donor relationships.

What makes a planned giving campaign successful?

Clarity, consistency, donor-centered messaging, and strategic follow-up. Successful campaigns simplify complex topics and connect planned gifts to mission impact.

Consult a planned giving expert

Let’s Make Planned Giving Marketing Easier

You deserve a partner who understands your world.

If you’re ready to grow legacy gifts without adding stress to your team, let’s talk.

Book a Planned Giving Consultation