How Bottomless Closet Built Planned Giving Momentum with the Right Partner
For more than 25 years, Bottomless Closet has helped women in New York City enter the workforce and build stable, independent lives. Through one-on-one coaching, professional attire, and ongoing support, the organization equips women with the tools they need to succeed — not just in an interview, but in their long-term careers.
Yvonne Cassidy, Development Director, said that mission is what has kept her at Bottomless Closet for eight years.
“I see the women who come through our doors every day. I see the impact. That’s what makes this work so meaningful.”
As the organization looked toward the future, planned giving became an important next step.
Building a Program — Without Adding to the Workload
Before partnering with Planned Giving Marketing (PGMarketing), planned giving kept getting pushed to the back burner. “We knew it made sense for our organization,” Yvonne said. “But as a small team, we didn’t have the bandwidth to build and manage it ourselves.”
Additionally, introducing a long-term strategy required internal buy-in. “There’s always a question of investing in something that doesn’t produce immediate revenue,” she said. “You have to help people understand the long-term value.”
PGMarketing provided a practical solution. Through consistent email and direct mail outreach, along with a dedicated planned giving website, PGMarketing helped Bottomless Closet establish a steady presence — making donors aware that legacy giving was an option. “It’s like putting up a sign that says you’re open for business,” Yvonne said. “You communicate about planned giving consistently and people start to respond.”
Just as importantly, the program required minimal lift from her team.
“I needed a partner I could rely on. I didn’t have the time to micromanage every detail.”
From Awareness to Action
Since launching its planned giving efforts, Bottomless Closet has seen meaningful growth — expanding from just a few legacy commitments to more than 20. Even more telling is how those commitments are coming in.
“People are reaching out to us. They’re submitting forms, calling after receiving a mailing — it’s happening organically.”
That organic response reflects the strength of Bottomless Closet’s donor base, many of whom are deeply connected to the mission through hands-on volunteer work. “They’re seeing the impact every time they’re here,” she said. “They’re working one-on-one with clients, watching that transformation happen in real time. There’s no need to explain why the work matters — they experience it.”
Those connections have led to powerful moments. One long-time clothing donor, who had never made a financial gift, recently included Bottomless Closet in her estate plans after decades of engagement with the organization.
In another instance, a young woman approached Yvonne at an event to share that she had named Bottomless Closet as a beneficiary of her retirement account. “She told me it was a way to make a meaningful commitment now, even if she didn’t have a lot of disposable income yet,” Yvonne said.
Consistency Builds Confidence
For Yvonne, one of the most valuable aspects of working with PGMarketing is consistency. With a full workload that includes grants, events and donor engagement, having planned giving communications run steadily in the background has been critical. “I don’t have to think about it constantly,” she said. “I know it’s happening, and I know it’s being done well.”
PGMarketing’s team provides both structure and flexibility — keeping campaigns on track while adapting to the realities of a small, busy organization.
“They feel like an extension of our team. That kind of partnership really matters to us.”
That consistency has also helped address initial concerns about donor fatigue. “Our engagement data tells a different story,” she said. “Our open rates are high and our unsubscribe rates are low — our supporters are highly engaged with the materials.”
A Stronger Future
As Bottomless Closet continues to strengthen its planned giving program, the impact extends beyond numbers. For Yvonne and her team, it’s about building long-term sustainability — ensuring that more women can access the resources and support they need to succeed.
“It gives us confidence for the future. Knowing that people are thinking of us in that way is incredibly meaningful.”
Her advice to other nonprofits considering planned giving? “It’s not as complicated as you think,” she said. “Take the plunge. With the right partner, it becomes something you can rely on — and you’ll probably wonder why you didn’t do it sooner.”
Ready to Strengthen Your Planned Giving Program?
If your organization is looking to build a consistent, effective planned giving strategy — without adding to your team’s workload — PGMarketing can help. Start the conversation today and begin building a legacy that lasts.