Planned Giving

Transform your nonprofit’s planned giving program with powerful bequest storytelling – no big budget required. Most organizations lack dedicated resources for legacy gift marketing, but there’s a simple solution: sharing authentic donor stories that showcase real impact. By following these 8 proven strategies for effective bequest marketing, you’ll connect with potential donors, build trust, and secure more charitable bequests to support your mission’s future, all through the power of storytelling.

Planned giving dashboards count additions. They never count revocations. That’s the math nobody mentions. Donors change their minds. They update wills. They get divorced, have falling-outs, or simply forget. Conservative estimates say 60% of bequest intentions never become gifts. The vendors selling intention-tracking software won’t tell you this — their dashboards only go up. Major gift officers already know the difference between activity and outcomes. Planned giving should too.

Giving to charity feels good and there’s even a financial benefit. You can deduct any charitable donations from your taxable income. However, there are many rules that govern these donations. Cash gifts are handled differently than non-cash gifts, and different rules apply depending upon the amount of the donation.

COVID made this business decision a moot point for many employers: it was either work at home or not work at all. Other than the blanket remote work initiative, one of the most highly-affected areas was in the world of estate planning.

Seniors often delay moving into retirement communities because they’re waiting to sell their home. This puts their future at risk as they age. Our process removes that barrier. We provide immediate cash through a structured sale, allowing them to move in now. The remainder becomes a charitable gift, and there’s no financial risk to your community—funds are secured before move-in. It’s seamless, fast, and ensures your vacancies are filled with motivated, ready-to-move-in residents.

Think hosting a planned giving seminar will excite donors? Think again. Most people won’t show up because they see it as a fundraising pitch. But when you frame the conversation around estate planning, attendance skyrockets. People care about protecting their family, ensuring their wishes are honored, and avoiding legal headaches—charitable giving follows naturally. Stop pushing planned giving presentations that fall flat. Engage donors the right way. Host an estate planning session instead.