Planned Giving Marketing Ideas for Small Nonprofits

Planned giving can feel intimidating for small nonprofits. Many teams assume legacy fundraising is only for universities, hospitals, or national organizations with dedicated gift officers and large marketing budgets.

In reality, planned giving is often one of the most accessible long-term fundraising strategies for community-based nonprofits. You do not need a huge staff, expensive direct mail program, or complex financial products to get started. What you do need is a clear message, consistent donor communication, and a simple system for identifying and stewarding likely legacy donors.

For many donors, a planned gift is not about wealth. It is about values, identity, and the impact they want to leave behind. That is exactly why small nonprofits are well-positioned to succeed. Local mission-driven organizations often have the trust, proximity, and emotional connection that inspire legacy commitments.

This guide covers practical planned giving marketing ideas for small nonprofits, including what to say, who to target, and how to build a sustainable program without overwhelming your team.

Why planned giving matters for small nonprofits

Planned gifts, especially bequests, can transform a small nonprofit's financial future. Even one or two realized legacy gifts can fund a reserve, launch a new program, or stabilize operations during uncertain years.

Planned giving also offers advantages beyond revenue:

• Deepens long-term donor loyalty
• Gives loyal supporters another meaningful way to give
• Builds future financial resilience
• Encourages conversations about donor values and impact
• Creates opportunities for stewardship across generations

The most common planned gift is a charitable bequest in a will or trust. According to IRS guidance on charitable contributions, nonprofits should maintain clear gift acknowledgment and documentation practices, which becomes especially important when discussing estate gifts.

For small nonprofits, this means the best planned giving marketing often starts simple: focus on bequests, tell stories well, and make it easy for donors to express interest.

Start with a simple planned giving offer

Before promoting planned giving, define the core offer your organization is making.

For most small nonprofits, that offer should be:

A bequest-first strategy

A bequest is usually the easiest planned gift for a donor to make and the easiest for a nonprofit to market. It does not require the donor to give up assets today. Instead, they include your organization in their estate plans.

Your planned giving marketing should consistently communicate:

• Anyone can leave a legacy gift
• A bequest can be a percentage, fixed amount, or residual amount
• Donors can support the mission beyond their lifetime
• There is no need to be wealthy to make a meaningful legacy gift

Clear sample language

Make it easy for interested donors to take the next step by sharing your legal name, tax ID, and sample bequest language. You should always advise donors to consult their attorney or financial advisor.

A simple website page or downloadable handout can include:

• Your full legal nonprofit name
• EIN or tax ID
• Mailing address
• Contact person
• Sample bequest wording

This reduces friction and signals that your nonprofit is prepared to receive legacy gifts.

Know which donors to prioritize

You do not need to market planned giving to everyone at once. Small nonprofits get better results when they begin with likely legacy prospects already in their community.

Top audiences for planned giving outreach

Start with donors who already demonstrate commitment, including:

• Long-time annual donors
• Recurring donors
• Former board members
• Volunteers with years of service
• Major donors
• Donors aged 55+
• Donors who give modestly but consistently
• People with a personal story tied to your mission

One common mistake is focusing only on wealthy donors. In planned giving, consistency and emotional connection often matter more than current gift size.

A donor who has given $100 every year for 18 years may be a stronger bequest prospect than someone who gave one $5,000 gift last year.

Using a donor management platform can help you segment these audiences and track stewardship touchpoints more systematically. GiveRise's features can help teams organize donor records, communications, and giving history in one place.

12 planned giving marketing ideas for small nonprofits

Here are practical, affordable ideas you can implement with a lean team.

1. Add planned giving language to your website

Your website is often the first place a donor goes when they are ready to act. Even if you do not have a full legacy microsite, create a dedicated planned giving page.

Include:

• A simple explanation of legacy giving
• Why it matters to your mission
• Sample bequest language
• Contact information
• A donor testimonial if available
• An option to notify you of an intended gift

Also add planned giving mentions in strategic places:

• Donation confirmation pages
• About page
• Ways to give page
• Year-end giving page
• Recurring giving page

Keep the tone warm and mission-centered, not legalistic.

2. Create a legacy society, even if it starts small

A legacy society is a recognition group for donors who have included your nonprofit in their estate plans.

This does not need to be elaborate. Start with:

• A meaningful name tied to your mission
• A simple welcome letter
• Recognition in your annual report, with permission
• Invitations to a small appreciation event or mission briefing

The main purpose of a legacy society is marketing and stewardship. It helps normalize planned giving, gives social proof, and makes donors feel honored.

Even if your society begins with just three or four members, it can become a powerful communication tool.

3. Use donor stories to make legacy giving relatable

Planned giving becomes much more compelling when donors can picture a real person making a real choice.

Feature stories like:

• A volunteer who included your nonprofit in their will after years of service
• A family who created a legacy gift in memory of a loved one
• A loyal donor who wanted their values to live on

Keep stories focused on motivation, not just gift mechanics.

For example:

"After 22 years of mentoring students, Maria wanted to make sure future generations would always have the same opportunities. She chose to include the organization in her will because education changed her own life."

Use these stories in:

• Email newsletters
• Annual reports
• Website pages
• Social media posts
• Event remarks

4. Add one planned giving message to your email calendar each quarter

Many nonprofits either never mention planned giving or only mention it once a year. A more effective approach is light but consistent visibility.

Aim for one planned giving-related email each quarter. Topics could include:

• "How to leave a legacy through your will"
• "Why long-time supporters choose planned gifts"
• "Three simple ways to make your impact last"
• "Have you included us in your estate plans? We'd love to thank you"

These emails do not need to be long. The goal is to keep legacy giving present without making it feel heavy.

Sample email angle

"You have helped make our work possible today. A legacy gift can help ensure this mission continues for years to come. Many supporters choose to include us in their will as one final expression of their values."

5. Include legacy messaging in print appeals and newsletters

If your nonprofit sends direct mail, newsletters, or annual appeals, reserve a small section for planned giving.

Examples:

• A sidebar with sample bequest language
• A donor spotlight about legacy giving
• A short note from the executive director
• A callout that says, "Ask us how to include our mission in your will"

You do not need a separate planned giving mailer to start. A simple recurring mention in existing communications can build awareness over time.

6. Train board and staff on how to talk about planned giving

Small nonprofits often under-market planned giving because team members feel unqualified to discuss it. They worry they need legal or tax expertise.

They do not.

Your board and staff only need to know how to:

• Introduce the idea
• Listen for donor interest
• Share basic materials
• Refer technical questions to the donor's professional advisor

Create a one-page internal guide that covers:

• What planned giving is
• Who to mention it to
• Three sample conversation starters
• What not to say
• Who on staff should follow up

This simple training can dramatically increase opportunities.

7. Use milestone stewardship as a natural entry point

Planned giving conversations work best when they are integrated into stewardship, not treated like cold asks.

Good moments to introduce legacy giving include:

• A donor's 10th year of giving
• Retirement
• Volunteer anniversaries
• A donor's 70th or 75th birthday
• End-of-year reflection messages
• Memorial or tribute gift follow-up

For example, a stewardship letter might say:

"As one of our longest-standing supporters, you have already made a lasting difference. If you have ever considered creating an even deeper legacy through your estate plans, we would be honored to speak with you."

8. Host a small educational event

A planned giving seminar does not have to be formal or expensive. Consider a modest in-person breakfast, lunch-and-learn, or virtual webinar.

Topics might include:

• Estate planning basics
• How charitable bequests work
• Creating values-based legacies
• Planning for family and philanthropy

Invite a local estate attorney, financial planner, or trusted advisor to speak. Be clear that the event is educational, not legal advice.

This type of event positions your nonprofit as helpful and donor-centered.

9. Normalize the phrase "legacy gift" in everyday messaging

Many donors are more comfortable with "legacy giving" than "planned giving," which can sound technical.

Test both terms in your marketing and pay attention to which resonates more with your audience.

You can use language such as:

• Leave a legacy for future generations
• Make your values part of your lasting impact
• Include our mission in your will
• Create a gift that lives beyond your lifetime

Simple, human language is often more effective than financial jargon.

10. Build a recognition and follow-up process for intentions

When a donor shares that they have included your nonprofit in their estate plans, respond promptly and thoughtfully.

Your process should include:

1. A thank-you call or letter
2. A simple confirmation form if appropriate
3. Permission-based recognition
4. Addition to your legacy society
5. Ongoing stewardship touches

This matters for both relationship-building and forecasting. Many organizations miss future opportunities because they fail to document legacy intentions clearly.

Resources from organizations such as Candid can also help small nonprofits strengthen fundraising systems and donor stewardship practices.

11. Create a one-page planned giving handout

Not every donor wants to click through a website page. A printable handout is useful for visits, events, board packets, and mail inserts.

Keep it concise. Include:

• A mission-centered introduction
• Benefits of a legacy gift
• A short list of gift types, led by bequests
• Sample bequest language
• Contact information
• A note to consult professional advisors

This one piece can support many channels and save staff time.

12. Segment and track planned giving prospects in your CRM

Marketing is only effective if you can follow up consistently.

Create tags or custom fields to identify:

• Legacy society members
• Planned giving prospects
• Donors who requested information
• Donors with known estate intentions
• Professional advisors connected to your community

Track outreach, responses, and next steps. This prevents opportunities from depending on one staff member's memory.

If you are evaluating systems, review pricing and donor management capabilities with an eye toward long-term stewardship, not just immediate campaign needs.

What to say in planned giving marketing

The best planned giving messages are simple, respectful, and mission-driven.

Effective messaging principles

Focus on:

• Impact over mechanics n- Gratitude over pressure
• Accessibility over exclusivity
• Values over wealth

Avoid:

• Overly technical legal language in first-touch marketing
• Assumptions about age, family status, or finances
• Hard-sell urgency tactics
• Promising tax or legal outcomes

Sample marketing phrases

Try language like:

• "You can support this mission for generations to come."
• "A gift in your will is one simple way to make a lasting difference."
• "Many loyal supporters choose legacy giving as a reflection of their values."
• "We would be honored to talk with you about creating your charitable legacy."

Common planned giving marketing mistakes to avoid

Even strong nonprofits can weaken results with a few avoidable missteps.

1. Making it too complicated

Start with bequests. You can expand later into beneficiary designations, charitable gift annuities, or other options if appropriate.

2. Treating planned giving like a niche side project

Legacy marketing works best when integrated into your overall fundraising and stewardship strategy.

3. Waiting until you have the "perfect" program

You do not need a brochure suite, attorney advisory council, or formal campaign to begin. A page on your site and a few stewardship touchpoints can be enough to start.

4. Failing to recognize intention donors

If someone tells you they included your nonprofit in their plans, stewardship should begin immediately, not at gift realization.

5. Only marketing to major donors

Some of the best planned giving prospects are faithful, middle-income supporters with deep mission loyalty.

A simple 90-day plan for small nonprofits

If you are just starting, here is a manageable first-quarter roadmap.

Days 1-30

• Choose a bequest-first strategy
• Gather your legal name, EIN, and sample bequest language
• Create or update a planned giving web page
• Identify your top 25-50 likely legacy prospects

Days 31-60

• Create a one-page handout
• Add planned giving language to one email and one print communication
• Train staff and board on basic talking points
• Set up CRM tags for planned giving interest and intentions

Days 61-90

• Personally reach out to 10-15 loyal donors for stewardship conversations
• Launch a simple legacy society
• Share one donor story about lasting impact
• Plan a small educational event or webinar

This kind of steady start is far more effective than waiting for a large formal rollout.

How to measure success

Planned giving is a long-term strategy, so success metrics should include more than realized gifts.

Track:

• Visits to your planned giving page
• Number of inquiries
• Number of known estate intentions
• Legacy society members added
• Planned giving mentions across channels
• Donor meetings where legacy giving was discussed

These leading indicators help you see momentum before gifts are realized.

Conclusion

Planned giving marketing does not need to be expensive, complicated, or reserved for large institutions. For small nonprofits, the strongest legacy fundraising programs often begin with a simple message: if this mission matters deeply to you, you can help protect it for the future.

By focusing on bequests, prioritizing loyal donors, telling meaningful stories, and building consistent stewardship into your communications, your organization can create a sustainable pipeline of future support.

The key is to start now, keep it simple, and stay visible.

If you want an easier way to organize donor data, segment loyal supporters, and build stronger stewardship systems for long-term giving, try GiveRise today.