For many nonprofits, securing reliable funding can feel like an ongoing challenge. While annual campaigns, major gifts, and grants play critical roles in sustaining day-to-day operations, planned giving offers a long-term solution that ensures financial stability for years to come. By introducing planned giving into your fundraising strategy, your organization can build a lasting legacy that supports your mission well into the future.
What is Planned Giving?
Planned giving, also known as legacy giving, refers to charitable contributions that donors arrange during their lifetime but are realized after their passing. These gifts often come in the form of bequests, beneficiary designations, charitable trusts, or annuities. Unlike traditional fundraising, planned giving allows donors to make a meaningful impact without affecting their immediate financial situation.
Why Planned Giving Matters for Nonprofits
Planned giving provides nonprofits with a steady stream of future funding, allowing them to plan ahead with greater confidence. Here’s why integrating planned giving into your development strategy is essential:
Financial Stability – Unlike annual gifts that can fluctuate based on economic conditions, planned gifts ensure long-term financial health.
Stronger Donor Relationships – Engaging donors in legacy giving conversations deepens their commitment and strengthens their connection to your mission.
Larger Contributions – Donors who might not have the capacity to make major gifts during their lifetime can leave a significant legacy gift.
Diversified Revenue Streams – A robust planned giving program complements other fundraising efforts and mitigates financial risk.
How to Introduce Planned Giving to Your Donors
While planned giving can seem complex, nonprofits can take simple steps to educate and inspire their donors:
Start the Conversation Early – Engage donors in discussions about legacy giving by highlighting its impact on your mission.
Create Awareness – Use newsletters, website content, and donor events to share stories of supporters who have left legacy gifts.
Offer Simple Options – Bequests are the most common planned gift and are easy for donors to include in their wills.
Recognize and Celebrate Legacy Donors – Establishing a legacy society acknowledges and honors donors who have committed to planned giving, encouraging others to follow suit.
Building a Culture of Legacy Giving
To ensure the long-term success of a planned giving program, nonprofits must integrate legacy giving into their overall fundraising strategy. Board members, leadership, and frontline fundraisers should be trained to discuss planned giving opportunities, making it a natural part of donor conversations.
Looking Ahead
Planned giving is not just about securing future donations—it’s about inspiring donors to make a lasting impact. By educating and engaging supporters in legacy giving, nonprofits can create a sustainable financial foundation that carries their mission forward for generations.
At PIVOT Creative and Consulting, we help organizations develop and implement successful planned giving programs that foster long-term growth. Let’s work together to unlock the power of legacy giving for your nonprofit’s future.
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