How to Start a Planned Giving Program

Learning how to start a planned giving program is one of the most practical steps a nonprofit can take to secure long-term financial stability. However, many organizations delay because they assume the process is complex or resource-intensive.

In practice, the fundamentals are straightforward. Moreover, organizations that act early consistently outperform those that wait. This guide outlines a disciplined approach to building a functional, scalable program based on proven structure. 

Understand What Planned Giving Actually Is

Before building a program, clarity matters. Planned giving—also called legacy giving—refers to gifts made during a donor’s lifetime or through their estate as part of financial planning.

These gifts are typically larger than annual contributions. Therefore, they provide a predictable pipeline of future revenue rather than immediate cash flow.

Common planned gift types include:

• Bequests (the most common and simplest entry point)
• Charitable gift annuities
• Charitable remainder trusts
• Charitable lead trusts

However, most organizations should begin with bequests and expand over time.

Assess Organizational Readiness

Not every organization starts from the same position. Therefore, before launching, evaluate four key areas:

• Financial stability and credibility
• Depth and loyalty of the donor base
• Available staff and operational capacity
• Internal knowledge of planned giving

If gaps exist, address them deliberately. However, do not use them as a reason to delay indefinitely.

Secure Leadership Alignment Early

Planned giving programs fail without leadership support. Consequently, executive teams and boards must understand both the long-term value and the low barrier to entry.

Specifically, leadership must support:

• Resource allocation (even if minimal)
• Consistent messaging to donors
• Long-term commitment to the program

Without this alignment, execution becomes inconsistent and results suffer.

Build a Focused Planned Giving Team

Effective programs do not require large teams. However, they do require clear roles. In practice, responsibilities typically include:

• Program oversight and donor engagement
• Marketing and communications
• Gift administration and documentation
• Database management and tracking

In addition, organizations should establish relationships with legal and financial advisors. This ensures accuracy without overbuilding internal complexity.

Design the Program Structure

Once the foundation is in place, define how the program will operate. Therefore, focus on three elements:

• Clear, measurable goals (e.g., number of documented bequests)
• Defined gift vehicles (start simple, expand later)
• Policies for gift acceptance, valuation, and recognition

Importantly, simplicity accelerates adoption. Overengineering slows it down.

Identify and Prioritize the Right Donors

Planned giving success depends on targeting. Specifically, prioritize:

• Long-term, loyal donors
• Donors aged 55+
• Existing major donors
• Board members and engaged volunteers

These groups are the most likely to convert. Therefore, broad, unfocused outreach is less effective.

Implement a Practical Marketing Approach

Marketing does not need to be complex to be effective. However, it must be consistent. In practice, a multi-channel approach works best:

• Dedicated planned giving web pages
• Email and direct mail campaigns
• Donor conversations and personal outreach
• Educational content and simple explanations

Moreover, clarity beats creativity. Donors respond to straightforward messaging about impact and legacy.

Focus on Donor Conversations, Not Just Content

While marketing creates awareness, conversations drive commitments. Therefore, fundraisers must be prepared to:

• Understand donor motivations and priorities
• Explain options in simple terms
• Address concerns about family, income, and control
• Encourage involvement of advisors when appropriate

In practice, most planned gifts are secured through dialogue, not materials.

Establish Measurement and Accountability

Planned giving requires long-term tracking. However, that does not mean results cannot be measured. Key performance indicators include:

• Number of new planned gift commitments
• Total estimated future value
• Number of donor conversations and meetings
• Conversion rates from prospect to commitment

Consequently, consistent tracking allows programs to improve over time.

Start Small, Then Scale

The most common mistake is waiting for a perfect launch. However, effective programs start simply and grow deliberately.

For example, begin with:

• Bequest messaging on your website
• A basic donor outreach plan
• Internal tracking of commitments

Then, expand into more complex vehicles and marketing as capacity increases.

Conclusion: Execution Over Perfection

Understanding how to start a planned giving program is less about complexity and more about execution. The organizations that succeed are not those with the most resources—but those that act consistently.

Therefore, start with structure, focus on the right donors, and build momentum over time. The long-term financial impact will follow.