Planned Giving Marketing Ideas for Small Nonprofits

Planned giving can feel intimidating for small nonprofits, especially if you do not have a formal legacy society, a dedicated gift officer, or polished brochures designed by a large agency. The good news: you do not need any of those things to begin.

For most small organizations, planned giving marketing starts with one simple goal: helping loyal supporters understand that they can leave a future gift in their will, beneficiary designation, or estate plan. That is it.

A legacy society can be helpful later, but it is not a prerequisite for meaningful planned giving outreach. In fact, many small nonprofits generate their first bequest commitments by using plain language, consistent messaging, and strong donor relationships.

This guide shares practical planned giving marketing ideas for small nonprofits that want to start promoting legacy gifts now, even without a formal recognition program.

Why planned giving matters for small nonprofits

Planned gifts are often associated with major institutions, but they can be transformational for smaller organizations too. A single bequest can fund a reserve, launch a new program, retire debt, or stabilize operations during uncertain years.

Planned giving also has a broad donor base. Many legacy donors are not major donors during their lifetime. They may give modest annual gifts for years and then choose to make a significant bequest because they deeply believe in your mission.

For small nonprofits, that means planned giving is not only a fundraising strategy. It is also a donor relationship strategy.

Common myths that hold small organizations back

Many teams delay planned giving because they assume:

• They need a legacy society first
• They need a planned giving specialist on staff
• They need to market complex gift vehicles immediately
• Their donors are not wealthy enough
• They need expensive legal or financial materials

In reality, most small nonprofits should start by marketing simple bequests and beneficiary gifts. These are familiar, accessible options that are easier for donors to understand and easier for your staff to discuss.

Start with the simplest planned giving message

If your nonprofit does nothing else this year, start by promoting bequests.

A bequest is often the easiest planned gift for a donor to make and the easiest for a nonprofit to explain. You do not need to become a technical expert in charitable gift annuities, trusts, or tax law before beginning marketing.

Use plain, donor-friendly language such as:

• "You can include our organization in your will or trust."
• "A future gift can help sustain this mission for years to come."
• "You do not need to be wealthy to leave a legacy gift."
• "Many supporters choose to leave a percentage of their estate to the causes they love."

Keep your tone warm, simple, and mission-centered. Avoid jargon like "testamentary intent" or "deferred charitable instruments" unless you are speaking with advisors.

10 planned giving marketing ideas for small nonprofits

1. Add planned giving language to the channels you already use

The easiest place to start is with existing communications.

You do not need a standalone campaign before you test donor interest. Add a short legacy message to:

• Your email newsletter footer
• Direct mail appeals
• Annual report
• Donation thank-you emails
• Website donation page
• Event programs
• Volunteer communications

A simple example:

"Have you included us in your estate plans? A gift in your will can help protect this mission for future generations. Contact us to learn more."

This low-cost tactic matters because repetition builds awareness. Planned giving is rarely a one-touch decision. Most donors need to see the idea several times before they take action.

2. Create one basic planned giving webpage

You do not need a full microsite. One clear page on your website is enough to begin.

Your page should include:

• A short explanation of what planned giving is
• A focus on bequests and beneficiary designations
• A few sample reasons donors choose legacy gifts
• Contact information for a real person at your nonprofit
• Simple disclaimer language encouraging donors to consult professional advisors

Helpful sections might include:

• "Ways to leave a legacy"
• "Why supporters choose this kind of gift"
• "Let us know your plans"

If you have no legacy society, do not apologize for it. Instead, emphasize access and simplicity. A clean webpage signals that your organization welcomes these conversations.

As you build your digital presence, a donor-friendly platform can also make it easier to connect planned giving with your broader fundraising workflows. Explore GiveRise features if you want to streamline donor communication and stewardship in one place.

3. Share real donor stories, even small ones

Nothing markets planned giving better than a relatable story.

If someone has left your nonprofit a bequest in the past, and you have permission to share their story, use it. The story does not need to involve a million-dollar estate. In fact, modest, authentic examples often resonate more strongly with everyday donors.

For example:

• A retired teacher who gave annually for 20 years and included your nonprofit in her will
• A volunteer who named your organization as a partial beneficiary of a retirement account
• A longtime board member who wanted future generations to benefit from your work

Keep the story centered on values:

• Why the mission mattered to them
• What kind of impact they hoped to create
• How simple the process was

When donors see someone like themselves making a planned gift, the idea feels more attainable.

4. Segment your outreach to loyal donors

Small nonprofits do not need massive prospect modeling to market planned giving effectively. Start with the donors you already know best.

Strong early planned giving audiences often include:

• Donors with 7+ years of consecutive giving
• Monthly donors
• Older supporters, when appropriate and respectful
• Volunteers and former board members
• Donors who give modestly but consistently
• People who express deep emotional connection to the mission

Create a simple list in your CRM and begin light-touch outreach. That might mean:

• A letter introducing legacy giving n- A follow-up email linking to your planned giving page
• A personal note from your executive director
• A stewardship call that includes a soft mention of future giving

The key is not to treat planned giving as only a major donor opportunity. Loyalty is often a better predictor than wealth.

5. Use gentle callouts in stewardship, not just solicitations

Many nonprofits only mention planned giving in dedicated asks. That is a missed opportunity.

Legacy giving works especially well in stewardship messaging because donors often make these decisions from a place of identity and gratitude, not campaign urgency.

Consider adding planned giving references to:

• Thank-you letters
• Anniversary donor emails
• Birthday or year-end stewardship notes
• Volunteer appreciation messages
• Impact updates tied to long-term mission outcomes

Example:

"Your support has helped our organization serve families year after year. Some supporters choose to extend that impact through a future gift in their will."

This language plants the seed without pressure.

6. Offer a simple "Let us know" form

One of the biggest barriers in planned giving is that nonprofits often do not hear about commitments until long after donors have made them.

A simple online form can help you identify expectancies early. Include fields such as:

• Name
• Email or phone
• Type of gift, if they wish to share
• Optional estimated gift range
• Whether they are comfortable being recognized
• Space for comments

Keep it optional and low-pressure. The purpose is not to force disclosures. It is to make it easy for donors to raise their hands.

This also helps with stewardship planning and recordkeeping.

7. Equip staff and board with a short talk track

Planned giving marketing is not only about printed materials. It is also about organizational confidence.

Many small nonprofits avoid the topic because staff and board members feel unprepared. Solve that with a one-page internal guide.

Include:

• A basic definition of planned giving
• Two or three simple gift types you are promoting
• Sample phrases for donor conversations
• The name of the staff contact for follow-up
• Guidance on what not to do, such as giving legal advice

For example, a board member can comfortably say:

"If you ever want to support this mission in the future, our team can share simple information about including the organization in your will."

That is enough. They do not need to explain tax implications or legal structures.

The IRS offers general charitable giving information that can be useful when building internal understanding, though donors should always consult their own advisors. See IRS charitable organizations resources for basic guidance.

8. Build credibility without a formal legacy society

A legacy society is a recognition tool, not the foundation of planned giving itself. If you do not have one, there are still many ways to build trust.

You can signal credibility by:

• Publishing a professional planned giving webpage
• Naming a contact person for donor questions
• Sharing a bequest sample sentence for wills
• Including clear gift acceptance language
• Thanking legacy donors privately or publicly, with permission
• Demonstrating strong stewardship across all fundraising

You can also use softer recognition language such as:

• "Legacy supporters"
• "Future impact donors"
• "Friends of the mission"

This lets you acknowledge planned gift donors without launching a formal society before you are ready.

9. Host a low-key educational session

You do not need a gala or estate planning seminar with a celebrity attorney. For small nonprofits, intimate educational events often work better.

Consider a:

• Lunch-and-learn with your executive director
• Virtual webinar on simple ways to leave a charitable legacy
• Donor appreciation event with a brief planned giving segment
• Q&A with a local estate attorney or financial planner

Keep the focus educational, not transactional. Topics might include:

• How bequests work
• Why beneficiary designations are often easy to update
• How planned gifts support long-term mission sustainability

If you bring in an outside professional, choose someone reputable and make clear that the session is general information, not individualized advice.

Organizations looking for benchmarking and sector insight may also find research and donor trends through resources like Candid.

10. Make planned giving part of your annual marketing calendar

The biggest mistake small nonprofits make is treating planned giving as a one-time project.

Instead, build it into your yearly communications plan. A simple schedule could include:

Quarterly planned giving touchpoints

• Q1: Add legacy language to your newsletter and website
• Q2: Share a donor story or staff message about future impact
• Q3: Send a targeted letter to loyal donors
• Q4: Include planned giving in year-end stewardship and annual reports

Monthly micro-messages

You can also rotate a brief message each month in one recurring channel. Over time, this normalizes the conversation and strengthens donor recall.

Consistency matters more than volume.

What to say when you do not have a legacy society

Here is a simple truth: most donors do not care whether your planned gift recognition program has a formal name.

They care about:

• Whether your mission is meaningful
• Whether your organization is trustworthy
• Whether the process is simple
• Whether their gift will matter

So instead of saying, "We do not have a legacy society yet," say:

• "We welcome conversations about future gifts."
• "Many supporters choose to include us in their estate plans."
• "If you have already included us, we would love the opportunity to thank you."

This language is inviting and donor-centered.

Simple planned giving copy examples you can adapt

Here are a few examples small nonprofits can use right away.

Email footer

"Interested in supporting our mission for generations to come? Consider including us in your will or estate plans."

Newsletter blurb

"A planned gift is one of the simplest ways to create lasting impact. Many supporters choose to leave a bequest or name our organization as a beneficiary of a retirement account or life insurance policy."

Thank-you letter sentence

"We are grateful for your partnership today and honored that some supporters also choose to extend their impact through future gifts."

Website callout

"You can leave a legacy without changing your current finances. Ask us how a gift in your will can support our mission in the future."

Operational tips to support your marketing

Even the best marketing will struggle if your internal systems are disorganized. As you begin promoting planned giving, make sure you can:

• Track planned giving interest in your CRM
• Record notes from donor conversations
• Flag loyal donors for segmented outreach
• Store acknowledgment preferences
• Coordinate stewardship across staff and board

This is where technology can make a major difference for lean teams. If you are evaluating tools, review GiveRise pricing to see how an affordable platform can support donor management as your planned giving efforts grow.

Avoid these common planned giving marketing mistakes

Small nonprofits do not need perfect campaigns, but they should avoid a few common errors.

Being too technical too soon

Lead with bequests and beneficiary gifts. Save more complex options for later or for conversations involving professional advisors.

Making the message about your budget needs

Donors respond better to future impact than financial desperation. Focus on mission continuity and values.

Hiding the opportunity

If planned giving information is buried or absent from your website and communications, donors may assume you do not accept these gifts.

Waiting for the perfect program

You can start with one page, one sentence, and one audience segment. Progress beats perfection.

Failing to follow up

If a donor expresses interest, respond promptly, warmly, and professionally. Planned giving is a high-trust conversation.

A practical 90-day starter plan

If your nonprofit wants to move from idea to action, here is a realistic first-quarter plan.

Days 1-30

• Create one planned giving webpage
• Draft standard copy for email, print, and acknowledgments
• Identify your top segment of loyal donors
• Train staff and board on a simple talk track

Days 31-60

• Add a planned giving message to your newsletter and thank-you emails
• Send a soft introduction letter or email to loyal donors
• Publish one donor or mission-based story about legacy impact

Days 61-90

• Add a "Let us know" form to your website
• Personally follow up with interested donors
• Review responses and refine messaging
• Decide whether to continue with quarterly outreach

This kind of steady rollout is more sustainable than trying to launch a large campaign all at once.

Conclusion

Small nonprofits do not need a legacy society to begin planned giving marketing. What they need is clarity, consistency, and the confidence to start with simple, donor-friendly messages.

If you focus on bequests, use the communication channels you already have, segment loyal supporters, and build basic internal systems for follow-up, you can create real momentum without a large budget or a specialized team.

Planned giving is ultimately about helping donors express their values and extend their impact. When your organization makes that opportunity visible and accessible, you create a pathway for long-term support that can shape your mission for years to come.

If you are ready to organize donor outreach, strengthen stewardship, and support future fundraising growth, try GiveRise today and see how the platform can help your team market smarter and manage donor relationships with confidence.