Bequest Storytelling: 8 Powerful Strategies to Boost Your Nonprofit’s Planned Giving Program

The Planned Giving Marketing Challenge Most Nonprofits Face

If your nonprofit’s planned giving marketing is non-existent or disorganized, you’re not alone. Most charities lack a dedicated planned giving director, a five-year bequest marketing plan, or a budget for direct mail campaigns focused on legacy gifts.

Many nonprofits simply celebrate when an estate attorney calls with news of an unexpected charitable bequest rather than actively pursuing planned gifts. But there’s a simple, cost-effective way to start marketing legacy gifts: telling a compelling bequest story through donor-centric planned giving communications.

A Sample Legacy Gift Story That Works

Why is Rose Smiling? A Bequest Impact Story

Rose Marshall is the happiest she’s been in years. Every Sunday, her son Jack picks her up at her Rush Avenue home, drives her to St. Mary’s, opens the car door for her, gets her “handy-dandy rolling walker” from the trunk and sets it in front of his mother.

Then Rose walks into church with no help from anyone.

“This new ramp has made me a new woman,” said Rose, who was baptized at St. Mary’s in 1924 and has been a member ever since.

Rose said the old ramp was “iffy,” she didn’t “feel confident” and always had her son “give me a little push.”

The new ramp was installed by Heritage Access (donating labor and providing most materials at cost) in January, thanks to a planned gift from Bill Wallace, who included St. Mary’s in his will.

“A few years back, Bill told me he named St. Mary’s in his will as part of his estate planning. He didn’t want to make a big fuss, but said he’d like the money to be used for improvements at the church,” said Pastor Susan.

“I can’t think of a better improvement than seeing Rose’s smile as she walks up that new ramp.”

8 Reasons This Bequest Story Works for Effective Planned Giving Marketing

By sharing a story like this in your nonprofit’s newsletter and other channels, you’re promoting legacy giving without sending a single letter or spending additional funds on bequest marketing. Here’s why this storytelling approach works for planned giving communications:

1. Shows the Impact of Everyday Philanthropy Through Estate Gifts

The story demonstrates that planned giving donors can be regular people making a meaningful difference through charitable bequests. Include details like “Bill, a retired elementary school teacher…” to emphasize the accessibility of will inclusion.

2. Creates Natural Conversations About Estate Planning for Donors

The story gives fundraisers an organic opportunity to talk with loyal donors (like Rose) about including the charity in their own wills and estate plans, facilitating donor education about planned gifts.

3. Emphasizes Confidentiality and Discretion in Legacy Gift Discussions

By showing Bill had a confidential conversation with the Pastor, you reassure potential donors their legacy giving intentions will be handled with discretion. Many people don’t inform nonprofits about bequest intentions because they fear being bothered.

4. Demonstrates Accountability in Your Bequest Program

The story shows donors that your nonprofit honors their wishes and uses planned gifts as intended, building trust in your legacy society and planned giving program.

5. Maintains a Positive, Friendly Tone in Bequest Marketing

The story treats planned giving in an upbeat way, focusing on transformation rather than dwelling on mortality or using overly technical legacy gift language.

6. Centers on People, Not Your Nonprofit Organization

Great bequest impact stories highlight the people you serve and support—not the organization itself. Avoid self-serving quotes from leadership and focus on donor-centric planned giving.

7. Works Across Multiple Planned Giving Communications Platforms

This versatile donor story format can be repurposed for social media, your nonprofit’s website, planned giving newsletters, and even pitched to local media as part of your bequest marketing strategy.

8. Can Include a Call to Action for Legacy Gifts

While the general version doesn’t include one, you can easily add a call to action for your planned giving marketing materials:

“Is St. Mary’s already in your will, trust or other estate plans? Thank you! Please let us know about your plans because it helps St. Mary’s plan for the future. Call or email Ruthie Lund in the Development Office and she will add your name to the Legacy Society. Your gift may remain anonymous, if you like.

Don’t have a will? You’re not alone! Now is a great time to start planning, and please consider including a bequest to St. Mary’s in your estate plans. Contact Ruthie for suggested ‘bequest language’ and the St. Mary’s tax ID for you to share with your attorney.”