No plan? Start here—and yes, run it alongside your campaign

Building Your Planned Giving Program from the Ground Up

Marketing Campaigns, Donor Conversations, Planned Giving Essentials, Planned Giving Stories

You don’t need a 40-page strategy to begin. Start with these simple tasks and you’re moving:

Hang Your Shingles: Let donors know that you accept planned gifts.

  1. Create a clear legacy page and add it to your website. Make sure it is easy to find.
  2. Add an inquiry form so donors can easily connect.
  3. Name your legacy society. Help donors feel like they are a part of something big.

Tell Relatable Stories

Two women having a warm, engaging conversation at a coffee shop table, representing authentic donor storytelling.

Donors relate to stories about people that sound like them. The key theme is: Donors like you make gifts like these. Highlight your everyday donors—alums, grandparents, parish neighbors—who used their will, IRA, or stock to make a difference.

Donors like you make gifts like these.

Work Your Signals

A happy senior couple looking at documents together in a comfortable home setting, representing life changes and legacy planning.

Circumstances and life change all the time. A donor that wasn’t ready to make a planned gift in the past may now be in a better position. Re-engage anyone who’s ever clicked a link in a planned-giving email, returned a card, or asked a question. Do an “Ask Again” sweep twice a year.

Document and Steward

A handwritten thank-you note on a desk with a pen, emphasizing the importance of donor stewardship.

When someone says “you’re in my will,” your job is not over. Make sure to personally thank them, gather basic details (purpose, approximate percentage), and stay in touch. Remember, donors can change their mind at any time. Keep the relationship going to ensure the gift remains with your organization.

When someone says “you’re in my will,” your job is not over.

Keep Planned Giving Active During Campaigns

A person's hands planting a small sapling in rich soil, representing the start of a legacy.

Are you currently running a capital campaign? Keep your planned giving engine on. Campaigns have a beginning, middle, and end; planned giving is ongoing. Recognize bequest intentions within campaign totals (with sensible counting rules) so more donors can participate at a meaningful level—even if they can’t make a large cash commitment today. Track engagement metrics like new legacy society members and documented intentions, not just dollars.

Try This This Month:

Set a simple goal—10 new legacy society members documented and thanked—then report progress to leadership and your board.

Stay Informed!

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