Planned Giving isn’t just for the Ivy League—small Catholic schools can win big

Planned Giving isn’t just for the Ivy League—small Catholic schools can win big

Marketing Strategies & Planned Giving Essentials

The Hidden Power of Small School Legacies

A hand reaching for a pocket watch, an old key, and a sepia photograph of a family. Represents family history and the meaningful items that often inspire a legacy gift.
Focusing on the personal connection to legacy

If you’ve ever thought planned giving is only for huge universities, think again. Catholic K–8s and high schools are landing transformative gifts—often from alumni and friends who’ve flown under the radar.

We’ve seen it firsthand here at Planned Giving Marketing: an alum with modest lifetime giving who documented a seven-figure bequest after a thoughtful conversation; a retiree on a fixed income whose long-held stock turned into a meaningful legacy; a steady volunteer who quietly funded an endowed scholarship through an estate plan. None of them looked like “typical” major donors on paper.

Catholic K–8s and high schools are landing transformative gifts

What changed? Two simple shifts:
  1. Marketing Readiness: The organization made it known they’re open for receiving planned gifts. Put out the proverbial “open for business” sign across your website, emails, direct mail, and events.
  2. Normalization of Conversation: The organization normalized the planned giving conversation. After an outright gift, ask: Have you included our school in your will?

Beyond Tax Attorneys: The Role of Staff

Exterior shot of a historic brick school building named St. Michael's Academy surrounded by large trees, illustrating a successful, small educational institution.
Transformative gifts benefit schools of every size.

When you pair clear, inviting marketing with staff who are willing to listen and learn, remarkable things happen—fast. The goal isn’t to become tax attorneys. It’s to be present, grateful, and ready when a supporter raises their hand.

Donors hear that as stewardship, not another ask.

Try this this month

Add a legacy page to your website, mention bequests in every acknowledgement, and invite readers to join your legacy society.

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